In January 2024, Axis Insurance unveiled a complete rebranding, not just as a fresh coat of paint, but as a bold reaffirmation of our commitment to cut through the complexity of the insurance world. The goal was clear: to differentiate ourselves as a best-in-class national brokerage and to clarify our value proposition. With a sharp new visual identity and a clear, confident message, Axis is now positioned to empower our clients to embrace risk with confidence and ambition. This brand update is more than aesthetics—it’s a shift in how we communicate and serve.
From 1928 to Today: The Evolution of Axis Insurance
Axis Insurance’s story spans nearly a century. With roots dating back to 1928, we have evolved from a regional brokerage to one of the fastest-growing insurance companies in Canada, serving clients on both national and international levels. Major milestones, including strategic acquisitions and expansions, have shaped our growth. From the acquisition of Shaw Sabey in 2010 to the amalgamation with several other prominent brokerages, Axis has built a reputation for industry leadership in sectors such as Aviation, Mining, and Professional Liability.
Today, we are an award-winning brokerage with over 350 employees across Canada and a strong presence in more than 150 leading insurance markets. Our evolution has not only been marked by growth in size and scale but also by our commitment to driving innovation, integrity, and client success. The rebranding in 2024 symbolizes our continued commitment to setting industry standards while staying true to the core values that have driven us for nearly a century.
The “Cut-Through”: Clarity in Complexity
At the heart of the Axis rebrand lies a unique graphical element called the “cut-through,” symbolizing our commitment to clarity and forward-thinking. In a complex industry like insurance, where jargon and overwhelming options often muddy the waters, Axis strives to simplify and streamline for our clients. The “cut-through,” angled at 23 degrees—the same as Earth’s tilt—visually represents our dynamic approach, always moving forward and embracing change. This slight slant is not just an aesthetic choice; it’s a symbol of how we navigate the complexities of our industry, ensuring our clients get clear, actionable insights.
The cut-through isn’t just a metaphor for clarity, though. It’s embedded into every piece of our visual identity—from our logo to marketing materials—signifying that we are always looking ahead, enabling our clients to lean into risk confidently. This aligns with Axis’s mission of empowering businesses to transform uncertainty into opportunity. By slashing through the complexity, we help our clients make sense of risk and use it as a tool for success.
Our Visual Identity and Confident Messaging
Axis’s visual identity received a complete overhaul, but the changes are far from superficial. Our new color palette, featuring bold blues and crisp whites, embodies a modern and dynamic feel, signaling professionalism with a creative edge. The Poppins typeface, clean and geometric, combined with the classic Vollkorn serif for body text, strikes a balance between modernity and reliability. These design choices reflect who we are—forward-thinking, sharp, and trustworthy.
Additionally, all graphical elements in the rebrand lean to the right, in sync with the 23-degree tilt. This small yet powerful visual cue suggests progress, confidence, and movement, symbolizing our clients’ forward-looking ambitions. Everything from our logos to internal documentation follows this rule, creating a cohesive identity that feels fresh and sophisticated.
But the rebrand goes deeper than visuals. Our messaging has been sharpened to align with our core values. At Axis, we avoid industry jargon and focus on real, human conversations. Our tone of voice reflects this shift—concise, astute, and fearless. Whether it’s a client email or a blog post, we speak in a way that is clear, confident, and direct, making it easier for our clients to understand the value we bring.
This is especially important in a world where attention spans are shrinking. Every word counts, and every sentence serves a purpose. We trimmed unnecessary adjectives and redundant phrases to ensure our communication is tight, purposeful, and engaging. The result? A tone that cuts through the noise of corporate speak, engaging clients with clarity and sincerity.
Aligning Brand & Culture to Empower Employees and Clients
Our rebrand was not just an external shift—it also permeated our internal culture. To ensure that every employee aligned with the new brand, we launched an internal brand package, complete with branded merchandise and materials. This initiative wasn’t just about aesthetics; it was a way to reinforce the new tone and message. Employees received clear guidelines on how to represent Axis through every touchpoint, ensuring consistency across all client interactions.
This alignment between brand and culture is crucial. At Axis, we believe our people are our greatest ambassadors. By equipping them with tools that reflect the new branding, we empower them to represent the company with confidence and clarity. The new brand guidelines, complete with the “cut-through” concept and a refined tone of voice, have become part of our DNA, ensuring that our external image matches our internal values of innovation, integrity, and teamwork.
The impact of this rebrand is felt most by our clients. Our streamlined messaging and modern visuals now clearly communicate our core promise: we help businesses take risks—calculated, informed risks that drive success. Through every interaction, our clients are reminded that Axis is more than just an insurance provider. We are their partner in growth, helping them transform uncertainty into opportunity with confidence.
Our Commitment to Innovation and Industry Leadership
The rebrand marks a new era for Axis Insurance, but it is only the beginning. Not only is our brand evolving, but Axis as a company is also rapidly growing. As one of the fastest-growing insurance brokerages in Canada, we are on an ambitious growth trajectory, committed to serving all Canadians with comprehensive risk management, planning, and insurance solutions. Our mission remains clear: to be the best in class, embrace opportunities, and lean into the future—just as we help our clients do.
At Axis, risks shape success.
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Dane Gorton
Director, Business Development & Marketing
I’m Dane Gorton, leading the Business Development and Marketing team at Axis Insurance. With over 14 years in the industry as a broker, I specialized in commercial and personal insurance, particularly in the real estate, hospitality, and professional liability sectors. I combine my traditional insurance expertise with innovative digital marketing strategies, having spearheaded multiple brand launches and sales pipelines since 2015. At Axis, I’m dedicated to shaping the future of Canadian insurance, pushing boundaries to ensure our clients can confidently embrace risk and achieve success.
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