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.

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.

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.