Experience · ROOTS
Axiata: Creating a Strong Visual Identity
Giving Axiata’s leadership programme a look as ambitious as its students, built around one idea: discovering CEO DNA.
The Challenge
A theme that had to be seen.
ROOTS was tasked with creating the visual identity for Axiata’s University Leadership Development Programme (ULDP), a biennial two-week initiative where selected students develop their leadership through workshops. The brief: bring its central theme, “discovering CEO DNA,” to life visually in a way that resonated with ambitious participants.
The Solution
Discovering CEO DNA.
The creative team built collateral around binoculars forming the letters C-E-O in Axiata’s orange, set against a black backdrop laced with DNA sequencing. A key visual showed a figure peering through binoculars at the CEO logo, alongside a confident professional, the leader each participant aspired to become. The design answered the two questions on every student’s mind: what the programme offers, and who they could become.
The Impact
A theme that stuck.
The identity carried the “discovering CEO DNA” concept through every touchpoint, building anticipation and purpose across the workshops and leaving a lasting, positive association between the experience and the brand.
From one idea, discovering CEO DNA, to an identity students could see themselves inside.
