Axure RP Branding + UI

Client: Axure Software Solutions, Inc.
Scope: Branding & UI Design
Award: Creativity 40th Media Award Gold

Our goal was to help Axure create a user experience that is as Mac-friendly as possible, within their programming language and functionality. Axure has an existing logo design but its corporate logo cannot be applied to its product, Axure RP. Our challenge was to create an identity system that is unique and reflective of its software capabilities while tying into its pre-established corporate brand. Axure RP is a rapid prototyping software tool that cover four important components: wireframing, prototyping, specifications and collaboration. To establish brand continuity, we used the letter “a”, and the blue and green colors from the corporate logo. We then developed a series of “dancing” pages with gradating blue color that represents the three-step process of wireframing, prototyping and specifications. The two leaves with a single water droplet represent nurture and growth from the collaborative aspects of the software.