AXE Music

The ultimate platform to connect through music

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OUR GOAL

Unilever's male grooming business, Axe were looking to develop their lifestyle offering in order to endear and engage younger customers with the brand, whilst building user profiles to enable a richer customer experience; the ultimate goal being brand reappraisal: from product-focused to experience-focused. We developed the Axe Music platform as a responsive website to house their new content and to support their ongoing activations in this space.

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STRATEGY  & APPROACH

After researching the competitor landscape and some best-in-class examples of music-based content platforms, we mapped some typical journeys, reflective of each persona type and identified points where Axe could add value. Once we had a thorough understanding of the activations which would drive traffic, we created an ecosystem which ensured the experience would be both holistic and engaging for the user, and fruitful for the business.

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DESIGN

Our design look and feel represents the feeling that music brings to all of us, full of colour, passion and emotion. We created a visual language adapted to a new generation. Always fresh, ready to take on the next challenge, get that mic, plug the guitar and start creating. Get to know the upcoming artist in your city and get a chance to performe at the next AXE music event. We collaborated with artist such as Martin Garrix or Sampha and event platforms like Boiler Room.

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