Azured had developed Alexein, a powerful new security product built within the M365 environment, with real potential for global promotion by market leaders. But with the product still in development, they needed a brand that could already present at enterprise level - commanding credibility and confidence right from the get-go.

We crafted a brand that balances strength and security with fluidity and human-centredness - the Alexein 'x' functioning simultaneously as a shield, an end-to-end connector, and a nod to human intelligence through DNA. M365-aligned imagery and videography paired with a signature green accent complete a polished, globally market-ready identity that punches well above its product stage.