Praxor: building a brand for a business that works in high-risk environments
How brand foundations, a confident wordmark and a clear system gave an infrastructure specialist a brand to match its expertise.
Praxor is a programme performance and completion partner for major infrastructure. It works with clients, Tier One contractors and suppliers in high-risk, highly regulated environments, from civil and defence nuclear to power, energy and complex manufacturing.
Starting with the foundations
Before any design, we worked on the brand foundations: the meaning behind the name, its positioning, brand promise, mission and operating principles. The name comes from praxis, putting knowledge into practice. That idea became the strapline, ‘knowledge in practice’.
An engineered but approachable identity
The identity carries that thinking into a confident wordmark and a palette led by Midnight and Glacier blue, with Earth Green, Electric Lime and Warm Brown. IBM Plex Serif and Sans give it an engineered but approachable voice. Halftone wave graphics represent the flow of complex programmes, and colour ties the whole system together.
Built to be used
A brand for a business like Praxor has to work in boardrooms and on site. The system is set out in brand guidelines and applied to business cards, ID cards, presentations, social media, a website design and a logo animation.
The takeaway for specialist businesses
If your expertise is complex, your brand needs to make it feel clear. Agreeing what you stand for first gives every design decision a reason, and makes the brand far easier to explain to the people who matter.
See the full Praxor case study, or start a project with us.