Health Axon

Health Axon’s mission is to transform the lives of vulnerable people by providing opportunities which inspire hope and independence through ethical investments.

Reactive designed a brand identity and website using a colourful palette combined with illustrations to help bring a softness to this financial investment company.

HealthAxon logo
Health Axon colour palette
Health Axon typography

We positioned HealthAxon as a financial investment company working within health & social care. HealthAxon are clever, sophisticated investors making shrewd financial decisions and their brand and website reflect this. They work within health & social care so we did want to bring a softness to the brand. With that in mind, we decided that using illustrations gave us the look & feel we needed.

Reactive deliver digital experiences. Our creative intelligence combined with technical expertise keeps business moving online.

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4 key components of your brand identity include:

Company values

Values are the set of guiding principles that drive your company forwards.

Brand personality

Your brand personality shapes the way people feel about your product or service.

Unique selling point

What’s your competitive edge? What helps you stand out as a business?

Tone of voice

We help you work out how your brand identity communicates with your clients.

How we build your brand

We start by asking some difficult questions that help us and you decide who you are as a business…and who your clients are such as


  • What is your mission statement?
  • What are your company values
  • What is your brand personality (are you a fun, quirky consumer brand or are you more conservative, or a mixture of the two.)
  • How do you differentiate yourself from your competitors?
  • What is your tone of voice (are you discreet or shouty, approachable or aloof?)

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