{"id":3854,"date":"2025-05-28T10:49:11","date_gmt":"2025-05-28T08:49:11","guid":{"rendered":"https:\/\/2026.therope.it\/portfolio\/axielab\/"},"modified":"2025-12-17T11:39:40","modified_gmt":"2025-12-17T10:39:40","slug":"axielab","status":"publish","type":"portfolio","link":"https:\/\/2026.therope.it\/en\/portfolio\/axielab\/","title":{"rendered":"Axielab"},"content":{"rendered":"  <div class=\"container wide-media wide-media--bordered\">\n    <div class=\"col-12\">\n      <div class=\"ratio-16-9 media-slot has-media\">\n        <video poster=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-1-1.jpg\" autoplay muted loop playsinline preload=\"none\" webkit-playsinline tabindex=\"-1\" aria-hidden=\"true\"><source src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-1-2.mp4\" type=\"video\/mp4\"><\/video>      <\/div>\n    <\/div>\n  <\/div>\n  \n\n<div class=\"space space-m\"><\/div>\n<div class=\"container\">\n      <div class=\"col-6 position-relative\">\n      <div class=\"mw-two-columns-image-text\">\n                  <div class=\"back-news back-news-left\"><p> Brand identity<\/p><\/div>\n                <\/div>\n    <\/div>\n        <div class=\"col-6 position-relative\">\n      <div class=\"mw-two-columns-image-text\">\n        <h2 class=\"title-l\">From idea to signature.<\/h2>      <\/div>\n    <\/div>\n    <\/div>\n<div class=\"space space-m\"><\/div>\n\n\n<div class=\"space space-m\"><\/div>\n<div class=\"container four-columns-text v9-prose-cols\">\n        <div class=\"col-3 box\">\n        <div class=\"mw-clients\">\n          <p>Starting from the client-provided naming and the need to build a solid and recognizable digital presence, we analyzed the competitive landscape and brand values to develop a clear, personal, and coherent visual identity.<\/p>\n        <\/div>\n      <\/div>\n            <div class=\"col-3 box\">\n        <div class=\"mw-clients\">\n          <p>Guided by communication trends and the playful tone of the name, we created a mascot: an axolotl, a symbol of creativity, adaptability, and uniqueness, which became the starting point for the entire visual and narrative ecosystem of the project.<\/p>\n        <\/div>\n      <\/div>\n            <div class=\"col-3 box\">\n        <div class=\"mw-clients\">\n                  <\/div>\n      <\/div>\n            <div class=\"col-3 box\">\n        <div class=\"mw-clients\">\n                  <\/div>\n      <\/div>\n      <\/div>\n<div class=\"space space-m\"><\/div>\n\n\n  <div class=\"container wide-media\">\n    <div class=\"col-12\">\n      <div class=\"ratio-16-9 media-slot has-media\">\n        <img width=\"1920\" height=\"1200\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-2-1920x1200.jpg\" class=\"\" alt=\"Axielab\" decoding=\"async\" loading=\"lazy\" srcset=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-2-1920x1200.jpg 1920w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-2-300x188.jpg 300w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-2-1024x640.jpg 1024w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-2-768x480.jpg 768w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-2-1536x960.jpg 1536w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-2-2048x1280.jpg 2048w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-2-991x619.jpg 991w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-2-767x479.jpg 767w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-2-480x300.jpg 480w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-2-880x550.jpg 880w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-2-640x400.jpg 640w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/>      <\/div>\n    <\/div>\n  <\/div>\n  \n\n<div class=\"container px-0 align-items-center two-columns-image-background-color\">\n      <div class=\"col-6 box px-0\">\n      <div class=\"overlay-container\"><img width=\"880\" height=\"990\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-3-880x990.jpg\" class=\"w-100\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" srcset=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-3-880x990.jpg 880w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-3-267x300.jpg 267w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-3-910x1024.jpg 910w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-3-768x864.jpg 768w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-3-1365x1536.jpg 1365w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-3-1820x2048.jpg 1820w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-3-1920x2160.jpg 1920w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-3-991x1115.jpg 991w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-3-767x863.jpg 767w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-3-480x540.jpg 480w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-3-640x720.jpg 640w\" sizes=\"auto, (max-width: 880px) 100vw, 880px\" \/><\/div>    <\/div>\n        <div class=\"col-6 box px-0\">\n      <div class=\"overlay-container\"><img width=\"880\" height=\"990\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-4-880x990.jpg\" class=\"w-100\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" srcset=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-4-880x990.jpg 880w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-4-267x300.jpg 267w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-4-910x1024.jpg 910w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-4-768x864.jpg 768w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-4-1365x1536.jpg 1365w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-4-1820x2048.jpg 1820w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-4-1920x2160.jpg 1920w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-4-991x1115.jpg 991w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-4-767x863.jpg 767w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-4-480x540.jpg 480w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-4-640x720.jpg 640w\" sizes=\"auto, (max-width: 880px) 100vw, 880px\" \/><\/div>    <\/div>\n    <\/div>\n\n\n<div class=\"space space-m\"><\/div>\n<div class=\"container\">\n      <div class=\"col-6 position-relative\">\n      <div class=\"mw-two-columns-image-text\">\n                  <div class=\"back-news back-news-left\"><p> Concept<\/p><\/div>\n                <\/div>\n    <\/div>\n        <div class=\"col-6 position-relative\">\n      <div class=\"mw-two-columns-image-text\">\n        <h2 class=\"title-l\">The \u201cA\u201d as an urban signature.<\/h2>      <\/div>\n    <\/div>\n    <\/div>\n<div class=\"space space-m\"><\/div>\n\n\n<div class=\"space space-m\"><\/div>\n<div class=\"container four-columns-text v9-prose-cols\">\n        <div class=\"col-3 box\">\n        <div class=\"mw-clients\">\n          <p>For this project, we started from a key concept: movement. A movement that is young, dynamic, and digital. From this foundation, we explored various creative directions, each with a precise focus, until we defined a visual identity that balances immediacy and control, instinct and strategy.<\/p>\n        <\/div>\n      <\/div>\n            <div class=\"col-3 box\">\n        <div class=\"mw-clients\">\n          <p>The result is a fast, impactful graphic system that remains balanced, legible, and functional. One of its central elements is the letter \u201cA\u201d from the name, transformed into a defining symbol.<\/p>\n        <\/div>\n      <\/div>\n            <div class=\"col-3 box\">\n        <div class=\"mw-clients\">\n          <p>We treated it as an emblem, enriching it with a spray-paint texture, a choice that is not only stylistic but also conceptual. The texture evokes the world of street art, with a direct reference to Milan, a city that has long been a protagonist of this scene in Italy.<\/p>\n        <\/div>\n      <\/div>\n            <div class=\"col-3 box\">\n        <div class=\"mw-clients\">\n          <p>In this way, the visual identity becomes a bridge between digital and urban, between the speed of the web and the artistic expression of the streets. A living logo that speaks the language of its audience and territory.<\/p>\n        <\/div>\n      <\/div>\n      <\/div>\n<div class=\"space space-m\"><\/div>\n\n\n<div class=\"space space-m\"><\/div>\n\t<div class=\"v9-gala\" aria-hidden=\"true\">\n\t\t<div class=\"v9-gala-row\"><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-1-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-2-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-3-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-4-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-5-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-6-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-1-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-2-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-3-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-4-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-5-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-6-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><\/div>\n\t\t<div class=\"v9-gala-row v9-gala-row--rev\"><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-6-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-5-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-4-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-3-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-2-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-1-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-6-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-5-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-4-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-3-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-2-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><div class=\"v9-gala-item\"><img width=\"880\" height=\"558\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-carousel-1-880x558.jpg\" class=\"attachment-animated-gallery size-animated-gallery\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" \/><\/div><\/div>\n\t<\/div>\n\t<div class=\"space space-m\"><\/div>\n\n\n<div class=\"space space-m\"><\/div>\n<div class=\"container two-columns-image-text-container align-items-center-hr flip\">\n  <div class=\"col-6 order-md-2\">\n    <div class=\"d-flex flex-column justify-content-between h-100 mw-two-columns-image-text\">\n      <div>\n        <div class=\"uppertitle mb-5\"><p>Content<\/p><\/div><h2 class=\"title-l\">Visual tools for a complete identity.<\/h2>      <\/div>\n      <div>\n        <p>We crafted every detail of the visual identity, producing a complete brand manual and developing the mascot as a central element of the communication system.<\/p>\n<p>To support it, we designed all stationery materials: presentations, letterheads, business cards, and other coordinated assets, ensuring visual consistency and recognizability across every touchpoint.<\/p>\n      <\/div>\n    <\/div>\n  <\/div>\n    <div class=\"col-6 order-md-1 d-flex align-items-center\">\n    <div class=\"overlay-container my-4 two-columns-image-text\">\n      <img width=\"880\" height=\"1032\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-5-880x1032.jpg\" class=\"w-100\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" srcset=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-5-880x1032.jpg 880w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-5-256x300.jpg 256w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-5-873x1024.jpg 873w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-5-768x900.jpg 768w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-5-1310x1536.jpg 1310w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-5-991x1162.jpg 991w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-5-767x899.jpg 767w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-5-480x563.jpg 480w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-5-640x750.jpg 640w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-5.jpg 1600w\" sizes=\"auto, (max-width: 880px) 100vw, 880px\" \/>    <\/div>\n  <\/div>\n<\/div>\n<div class=\"space space-m\"><\/div>\n\n\n  <div class=\"container wide-media wide-media--bordered\">\n    <div class=\"col-12\">\n      <div class=\"ratio-16-9 media-slot has-media\">\n        <img width=\"1920\" height=\"1200\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-6-1920x1200.jpg\" class=\"\" alt=\"Axielab\" decoding=\"async\" loading=\"lazy\" srcset=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-6-1920x1200.jpg 1920w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-6-300x188.jpg 300w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-6-1024x640.jpg 1024w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-6-768x480.jpg 768w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-6-1536x960.jpg 1536w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-6-2048x1280.jpg 2048w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-6-991x619.jpg 991w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-6-767x479.jpg 767w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-6-480x300.jpg 480w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-6-880x550.jpg 880w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-6-640x400.jpg 640w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/>      <\/div>\n    <\/div>\n  <\/div>\n  \n\n<div class=\"space space-m\"\n  >\n<\/div>\n\n\n<div class=\"space space-m\"><\/div>\n<div class=\"space space-m\" style=\"background-color:#ea5398!important\"><\/div>\n<div class=\"container\" style=\"background-color:#ea5398 !important\">\n  <div class=\"col-12\">\n    <h2 class=\"title-l mw-headline \">Urban identity, digital creativity.<\/h2>  <\/div>\n<\/div>\n<div class=\"container align-items-end\" style=\"background-color:#ea5398!important\">\n  <div class=\"col-6\">\n    <div class=\"overlay-container my-4 mw-background-color-text-image\">\n      <img width=\"880\" height=\"1032\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-7-1-880x1032.jpg\" class=\"w-100\" alt=\"Axielab: Urban identity, digital creativity\" decoding=\"async\" loading=\"lazy\" srcset=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-7-1-880x1032.jpg 880w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-7-1-640x750.jpg 640w\" sizes=\"auto, (max-width: 880px) 100vw, 880px\" \/>    <\/div>\n  <\/div>\n  <div class=\"col-6 background-color-text text-md-end\">\n    <div class=\"mw-background-color-text ms-md-auto\">\n      <h5 class=\"title-xxs \">Dynamic branding between design and street art.<\/h5>    <\/div>\n  <\/div>\n<\/div>\n<div class=\"space space-m\" style=\"background-color:#ea5398!important\"><\/div>\n<div class=\"space space-m\"><\/div>\n\n\n<div class=\"space space-m\"><\/div>\n<div class=\"container flip-mobile\">\n      <div class=\"col-6 position-relative\">\n      <div class=\"mw-two-columns-image-text\">\n        <h2 class=\"title-l\">Axie, the face of the brand.<\/h2>      <\/div>\n    <\/div>\n        <div class=\"col-6 position-relative\">\n      <div class=\"mw-two-columns-image-text\">\n                  <div class=\"back-news back-news-right\"><p> Mascot<\/p><\/div>\n                <\/div>\n    <\/div>\n    <\/div>\n<div class=\"space space-m\"><\/div>\n\n\n<div class=\"space space-m\"><\/div>\n<div class=\"container four-columns-text v9-prose-cols\">\n        <div class=\"col-3 box\">\n        <div class=\"mw-clients\">\n                  <\/div>\n      <\/div>\n            <div class=\"col-3 box\">\n        <div class=\"mw-clients\">\n                  <\/div>\n      <\/div>\n            <div class=\"col-3 box\">\n        <div class=\"mw-clients\">\n                  <\/div>\n      <\/div>\n            <div class=\"col-3 box\">\n        <div class=\"mw-clients\">\n          <p>Beyond the logo and coordinated image, we created Axie, a mascot designed to accompany the Lab in its identity and communication. Conceived as a versatile avatar, also with NFT potential, Axie was graphically developed to adapt to various applications: from digital materials to potential physical evolutions such as gadgets, animations, or installations.<\/p>\n        <\/div>\n      <\/div>\n      <\/div>\n<div class=\"space space-m\"><\/div>\n\n\n<div class=\"container px-0 align-items-center two-columns-image-background-color\">\n      <div class=\"col-6 box px-0 bordered\"style=\"background-color:#ea5398\">\n      <div class=\"overlay-container\"><img width=\"880\" height=\"1909\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-8-880x1909.jpg\" class=\"w-100\" alt=\"Screenshot from the website of Axielab\" decoding=\"async\" loading=\"lazy\" srcset=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-8-880x1909.jpg 880w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-8-138x300.jpg 138w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-8-472x1024.jpg 472w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-8-768x1666.jpg 768w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-8-708x1536.jpg 708w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-8-944x2048.jpg 944w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-8-991x2150.jpg 991w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-8-767x1664.jpg 767w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-8-629x1364.jpg 629w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-8-480x1041.jpg 480w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-8-640x1388.jpg 640w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-8.jpg 1180w\" sizes=\"auto, (max-width: 880px) 100vw, 880px\" \/><\/div>    <\/div>\n        <div class=\"col-6 box px-0\">\n      <div class=\"overlay-container\">\n          <video class=\"w-100\" poster=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-9-880x990.jpg\" autoplay muted loop playsinline>\n            <source src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-9.mp4\" type=\"video\/mp4\">\n          <\/video><\/div>    <\/div>\n    <\/div>\n\n\n<div class=\"space space-m\"><\/div>\n<div class=\"container\">\n      <div class=\"col-6 position-relative\">\n      <div class=\"mw-two-columns-image-text\">\n                  <div class=\"back-news back-news-left\"><p> UX\/UI and development<\/p><\/div>\n                <\/div>\n    <\/div>\n        <div class=\"col-6 position-relative\">\n      <div class=\"mw-two-columns-image-text\">\n        <h2 class=\"title-l\">The online extension.<\/h2>      <\/div>\n    <\/div>\n    <\/div>\n<div class=\"space space-m\"><\/div>\n\n\n<div class=\"space space-m\"><\/div>\n<div class=\"container four-columns-text v9-prose-cols\">\n        <div class=\"col-3 box\">\n        <div class=\"mw-clients\">\n          <p>We developed Axielab\u2019s website as a natural extension of the brand: an interface that faithfully reflects its structure, values, and personality. Every element was designed to ensure maximum usability, smooth navigation, and visual consistency with the developed graphic system. The core concept of movement was translated into an animated and responsive UI, with micro-interactions and dynamic elements that create an immersive and engaging experience.<\/p>\n        <\/div>\n      <\/div>\n            <div class=\"col-3 box\">\n        <div class=\"mw-clients\">\n          <p>The look and feel is young, fresh, and immediate, able to communicate directly with the target audience.<\/p>\n<p>From the color palette to the animations, from layout to content, every detail of the site was designed to enhance the digital identity, creating a coherent, recognizable ecosystem ready to evolve across multiple touchpoints.<\/p>\n        <\/div>\n      <\/div>\n            <div class=\"col-3 box\">\n        <div class=\"mw-clients\">\n                  <\/div>\n      <\/div>\n            <div class=\"col-3 box\">\n        <div class=\"mw-clients\">\n                  <\/div>\n      <\/div>\n      <\/div>\n<div class=\"space space-m\"><\/div>\n\n\n  <div class=\"container wide-media\">\n    <div class=\"col-12\">\n      <div class=\"ratio-16-9 media-slot has-media\">\n        <img width=\"1920\" height=\"1200\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-10-1920x1200.jpg\" class=\"\" alt=\"Axielab\" decoding=\"async\" loading=\"lazy\" srcset=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-10-1920x1200.jpg 1920w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-10-300x188.jpg 300w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-10-1024x640.jpg 1024w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-10-768x480.jpg 768w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-10-1536x960.jpg 1536w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-10-2048x1280.jpg 2048w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-10-991x619.jpg 991w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-10-767x479.jpg 767w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-10-480x300.jpg 480w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-10-880x550.jpg 880w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-img-10-640x400.jpg 640w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/>      <\/div>\n    <\/div>\n  <\/div>\n  \n\n<div class=\"space space-m\"><\/div>\n<div class=\"container flip-mobile\">\n      <div class=\"col-6 position-relative\">\n      <div class=\"mw-two-columns-image-text\">\n        <h2 class=\"title-l\">Colors and typefaces in motion.<\/h2>      <\/div>\n    <\/div>\n        <div class=\"col-6 position-relative\">\n      <div class=\"mw-two-columns-image-text\">\n                  <div class=\"back-news back-news-right\"><p> Branding<\/p><\/div>\n                <\/div>\n    <\/div>\n    <\/div>\n<div class=\"space space-m\"><\/div>\n\n\n<div class=\"space space-m\"><\/div>\n<div class=\"container four-columns-text v9-prose-cols\">\n        <div class=\"col-3 box\">\n        <div class=\"mw-clients\">\n                  <\/div>\n      <\/div>\n            <div class=\"col-3 box\">\n        <div class=\"mw-clients\">\n          <p>The color palette was inspired by the axolotl, the brand\u2019s symbol, reinterpreted in a digital and contemporary key.<\/p>\n<p>We built a chromatic system that blends naturalness and dynamism, with a primary gradient ranging from pink to salmon, vibrant colors that emphasize the concept of movement, a core element of Axielab.<\/p>\n        <\/div>\n      <\/div>\n            <div class=\"col-3 box\">\n        <div class=\"mw-clients\">\n          <p>For typography, we chose Thunder, a bold, impactful font perfect for headlines and visuals with strong communicative potential.<\/p>\n<p>To complement it, Roboto Flex, versatile and essential, lightens the visual hierarchy and ensures readability and functionality in every digital context.<\/p>\n        <\/div>\n      <\/div>\n            <div class=\"col-3 box\">\n        <div class=\"mw-clients\">\n          <p>The entire visual system was designed to balance expressive power and communicative clarity, translating the brand\u2019s values into elements that can engage instantly across all channels.<\/p>\n        <\/div>\n      <\/div>\n      <\/div>\n<div class=\"space space-m\"><\/div>\n\n\n<div class=\"space space-l\"><\/div>\n<div class=\"container\">\n        <div class=\"col-3 mb-4 box\">\n        <div class=\"color-box\" style=\"background-color:#252525\">\n          <p class=\"uppertitle \">soft black<\/p><p class=\"\">#252525<\/p>        <\/div>\n      <\/div>\n            <div class=\"col-3 mb-4 box\">\n        <div class=\"color-box\" style=\"background-color:#ea5398\">\n          <p class=\"uppertitle \">rose bonbon<\/p><p class=\"\">#ea5398<\/p>        <\/div>\n      <\/div>\n            <div class=\"col-3 mb-4 box\">\n        <div class=\"color-box\" style=\"background-color:#f39472\">\n          <p class=\"uppertitle \">dark salmon<\/p><p class=\"\">#f39472<\/p>        <\/div>\n      <\/div>\n            <div class=\"col-3 mb-4 box\">\n        <div class=\"color-box\" style=\"background-color:#ffffff\">\n          <p class=\"uppertitle black\">white<\/p><p class=\"black\">#ffffff<\/p>        <\/div>\n      <\/div>\n      <\/div>\n<div class=\"space space-l\"><\/div>\n\n\n<div class=\"space space-m\"><\/div>\n<div class=\"container\">\n  <div class=\"col-3 mb-4\">\n    <p class=\"uppertitle mt-0 mb-3\">Headings<\/p><p class=\"mt-0 mb-3\">Thunder<\/p>  <\/div>\n      <div class=\"col-9 mb-4\">\n      <img width=\"1920\" height=\"527\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-dk-1920x527.png\" class=\"d-none d-md-block w-100\" alt=\"Thunder Font\" decoding=\"async\" loading=\"lazy\" srcset=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-dk-1920x527.png 1920w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-dk-300x82.png 300w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-dk-1024x281.png 1024w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-dk-768x211.png 768w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-dk-1536x422.png 1536w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-dk-2048x562.png 2048w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-dk-991x272.png 991w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-dk-767x210.png 767w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-dk-480x132.png 480w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-dk-880x242.png 880w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-dk-640x176.png 640w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><img width=\"767\" height=\"986\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-mb-767x986.png\" class=\"d-md-none w-100\" alt=\"Thunder Font\" decoding=\"async\" loading=\"lazy\" srcset=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-mb-767x986.png 767w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-mb-233x300.png 233w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-mb-797x1024.png 797w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-mb-768x987.png 768w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-mb-1195x1536.png 1195w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-mb-991x1273.png 991w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-mb-480x617.png 480w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-mb-880x1131.png 880w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-mb-640x823.png 640w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-mb-424x545.png 424w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-headings-mb.png 1590w\" sizes=\"auto, (max-width: 767px) 100vw, 767px\" \/>    <\/div>\n    <\/div>\n<div class=\"space space-m\"><\/div>\n\n\n<div class=\"space space-m\"><\/div>\n<div class=\"container\">\n  <div class=\"col-3 mb-4\">\n    <p class=\"uppertitle mt-0 mb-3\">Paragraphs<\/p><p class=\"mt-0 mb-3\">Roboto Flex<\/p>  <\/div>\n      <div class=\"col-5 box mb-4\">\n      <div class=\"ms-0 mw-paragraphs\">\n        <img width=\"1651\" height=\"458\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs.png\" class=\"w-100\" alt=\"Roboto Flex Font\" decoding=\"async\" loading=\"lazy\" srcset=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs.png 1651w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs-300x83.png 300w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs-1024x284.png 1024w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs-768x213.png 768w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs-1536x426.png 1536w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs-991x275.png 991w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs-767x213.png 767w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs-480x133.png 480w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs-880x244.png 880w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs-640x178.png 640w\" sizes=\"auto, (max-width: 1651px) 100vw, 1651px\" \/>      <\/div>\n    <\/div>\n    <div class=\"col-4 box mb-4\">\n      <div class=\"ms-0 mw-paragraphs\">\n        <img width=\"1651\" height=\"458\" src=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs.png\" class=\"w-100\" alt=\"Roboto Flex Font\" decoding=\"async\" loading=\"lazy\" srcset=\"https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs.png 1651w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs-300x83.png 300w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs-1024x284.png 1024w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs-768x213.png 768w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs-1536x426.png 1536w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs-991x275.png 991w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs-767x213.png 767w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs-480x133.png 480w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs-880x244.png 880w, https:\/\/2026.therope.it\/wp-content\/uploads\/2025\/05\/axielab-paragraphs-640x178.png 640w\" sizes=\"auto, (max-width: 1651px) 100vw, 1651px\" \/>      <\/div>\n    <\/div>\n    <\/div>\n<div class=\"space space-m\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>We supported Axielab Design in creating a visionary brand, curating identity, logo, and integrated communication.<\/p>\n","protected":false},"template":"","categoria":[40,39,29,30,33,32],"settore":[45],"class_list":["post-3854","portfolio","type-portfolio","status-publish","hentry","categoria-brand-identity","categoria-design-system","categoria-ongoing-support","categoria-seo-consulting","categoria-web-design","categoria-web-development","settore-design"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Axielab, case study | The Rope<\/title>\n<meta name=\"description\" content=\"We supported Axielab Design in creating a visionary brand, curating identity, logo, and integrated communication.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" 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