Axi Undergoes Global Rebranding Across 100+ Markets

WARSAW, Poland, Oct. 15, 2026 /CourierPR/ -- Axi, a leading global forex broker and online trading provider, has undergone a significant rebranding effort across its 100+ markets. The company, which serves 1.4 million users, sought a brand that was both globally consistent and locally connected, adaptable to the requirements of different markets and jurisdictions.

The rebranding initiative, carried out by Properly Studio, resulted in a new identity that adapts to each market. The core elements of the brand, such as the logo and the use of red, remain consistent, while everything else changes to suit the local context. This approach ensures that Axi's presence is both recognizable and relevant in each of its markets.

Properly Studio grouped Axi's markets into four regions: APAC, Middle East, Europe, and South America. Each region has its own unique landscape and persona, allowing Axi to tailor its branding and messaging accordingly. The imagery used in the rebranding process was created through a custom AI-assisted production workflow, reducing the need for multiple photo shoots. This workflow ensures that the same persona can seamlessly transition from a banner to an animation or into a new market, maintaining consistency across all platforms.

The rebranding effort extends to Axi's digital presence, including its website, app, and client portal. The Axi Select program, which is available only in certain jurisdictions and not in the EU, has also been updated to reflect the new brand identity. This ensures that Axi can provide a tailored experience for its users while adhering to local regulations.

According to Julie Sharova, Global Head of Marketing at Axi, the rebranding was a significant decision for the company.

Properly Studio, a Warsaw-based design partner for modern finance, has been involved in over 100 projects for clients including Axi, Sky, and NDAX, whose products manage $15 billion in assets. The studio's work on Axi demonstrates its expertise in fintech branding, brand localization, and product design.

The rebranding initiative is part of Axi's ongoing efforts to enhance its global presence and meet the needs of its diverse user base. By adapting to local markets while maintaining a consistent global identity, Axi aims to provide a seamless and engaging experience for its users across its 100+ markets.