ADXL — Brand & Strategic Communication
Designing structured, scalable brand systems across investor decks, proposals, and business documentation.
Project Snapshot
Role: Brand & Strategic Communication Designer
Focus: Editorial Design, Business Communication, Visual Systems, AI Product Messaging
Scope: Business Proposal Design, Brochure Design, Presentation Layout, Information Hierarchy, Brand Consistency
Category: B2B SaaS / AI Marketing / Sports Communication
ADXL is an AI-powered multichannel campaign platform designed to help teams manage, plan, and optimise complex campaign workflows.
This project brought together three communication layers — a business proposal, a Hybrid AI brochure, and a Cricket AI brochure — into one consistent visual system. The challenge was to communicate different product narratives for different audiences while maintaining a clear, structured, and recognisable ADXL identity.
Project Overview
ADXL needed more than just marketing collateral. It needed a communication system that could present the product clearly, persuasively, and consistently across different contexts.
The design solution was built around one consistent editorial framework, adapted through tone, imagery, and content emphasis depending on the audience.
Design Rationale
The visual direction was shaped by three principles:
Clarity — to simplify complex information and make the content easy to scan.
Consistency — to create a unified visual language across all ADXL materials.
Adaptability — to allow each brochure or proposal to speak to a different audience without losing brand cohesion.
A modular grid, strong hierarchy, and repeated typographic rhythm helped tie everything together. Accent colours and imagery were adjusted per section, but the system remained recognisable across all outputs.
