Project Overview

An expansive Seattle brand that builds

Axiom Built is the newest branch of Axiom Design Build, the Seattle-based firm founded and led by John and Heather Cashman. Known for their extensive design-build portfolio, Axiom saw an opportunity to broaden their appeal to architects and designers who need a contractor. Axiom Built was launched to clearly separate the two sides of the business by highlighting the strength of their construction expertise to attract clients for build-only projects. 

Hansen Belyea has a long-standing relationship with Axiom Design Build, built on shared appreciation for high-quality design and professionalism in creative spaces. Previously Hansen Belyea had rebranded and built the website for Axiom Design Build.

Project Scope

+ Discovery Session with Axiom Built Team
+ Custom Logo Design and Brand Environment
+ Clone Website with Custom Design and Development
+ Mailer Design and Content writing

Building a strong connection

The brand and website needed to work in parallel with the existing brands: connected to them, but distinct enough to command attention and credibility on its own. Consistency was especially important since assets like fleet vehicles could appear on jobsites featuring either identity.

Logo & Identity Design

A logo that climbs

The resulting logo and brand identity includes: 

+ A complementary logo that aligns visually with Axiom Design Build’s existing mark. 

+ Slate gray color palette to distinguish Axiom Built while harmonizing with the primary brand’s signature green and gray. 

+ Thoughtful integration so the two brands feel like siblings, not competitors, and not so similar that it creates confusion for their clients and prospects. 

The Axiom Built logo is rooted in the visual language of the primary brand while carving out its own space. We started with Axiom Design Build’s iconic two-triangle mark and distilled it into a single, bold triangle, an intentional nod to the original while signaling a more focused, build-only offering.

The design is minimalist and smart, doubling as a clean geometric shape and a stylized capital letter “A.” Even the counterform subtly creates another “A,” layering meaning into a simple mark. This reflects Axiom’s dedication to precision and thoughtful construction.

The slate color palette further distinguishes Axiom Built. Inspired by the built environment — concrete, steel, stone — it anchors the new brand in its construction focus. It also plays strategically against the parent company’s distinct chartreuse green, offering contrast rather than competition.

“The Hansen Belyea team did a great job creating the new website and branding for Axiom Built. The logo feels like a natural extension of the more established Axiom Design Build brand, and the website is elegant and easy to update.”

Max Portnoy – Director of Business Development, Partner / Axiom Built

Building faster: A clone site in 3 months

We knew this would not be a typical build, with a six month timeline. Speed was essential to Axiom Built, so we created a clone site—a simplified site built off the code of Axiom Design Build’s primary site. This approach allowed for several advantages:

+ More visual cohesion across brands

+ Admin-side consistency to make updates easier for their team

+ Ability to build out the brand language for the newly established branch

+ Cost effectiveness without sacrificing design quality

This strategy allowed Axiom to quickly launch the new wing of their business and start building credibility with their target audience.

Targeted Outreach

Launching Axiom Built with a Custom Mailer

To complete the brand launch and generate immediate awareness, a custom mailer was designed and sent to Axiom Built’s key target audience: architects and designers. Hansen Belyea designed a compelling postcard and crafted content that not only introduced the new construction-focused branch but also served as a direct invitation to explore the new clone website. The entire process, from content writing and design through to printing and mailing, was handled by the Hansen Belyea team, ensuring a seamless and high-quality campaign that immediately helped establish Axiom Built’s presence in the Seattle market.

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