has recognized 50,000feet’s work in rebranding Axiom Consulting Partners as Lotis Blue Consulting. 50,000feet developed a corporate name and visual identity to support the firm’s strategic positioning as a leader in growth and transformation consulting. In addition to the brand launch, 50,000feet redesigned and developed the Lotis Blue Consulting website to support client engagement and digital marketing efforts. 


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After using the Axiom name for 17 years, the firm opted for a comprehensive rebrand, citing a lack of clear name ownership and brand differentiation. The consultancy selected 50,000feet, a Chicago-based branding agency, to lead the project.


50,000feet conducted extensive research, including interviews and focus groups, to amass employee feedback to help create the new brand.


The resulting brand derives its name from an endangered butterfly (Plebejus anna lotis) which has not been sighted since 1983 and is believed to be extinct, according to the Essig Museum of Entomology at the University of California, Berkeley. The butterfly was only previously seen in a few areas near Mendocino, California — restricted to a particularly rare coastal bog habitat.


Lotis Blue says its new brand reflects its commitment to “growth and transformation” and “strength in data and behavioral science.”


As part of the rebrand, 50,000feet created a new corporate visual identity spanning a new logomark, palette, typography, and photographic style. The firm also redesigned and redeveloped the client’s website to strengthen its digital presence.


“As Lotis Blue Consulting, we are truly at the forefront of growth and transformation. We're excited to help our clients grow and transform their businesses as we work side by side with leaders committed to achieving their most far-reaching ambitions,” said Garrett Sheridan, CEO of Lotis Blue Consulting. “All of us at Lotis Blue Consulting are beyond excited about the launch of our new brand. We look forward to continuing to deepen our many strong client relationships and working with new companies as well.”


Lotis Blue provides consulting services in business transformation, organization, talent, change management, performance improvement, pricing, sales and data and behavioral science. The firm works with clients across financial services, professional services, health, industrial, technology and consumer and retail.


Lotis Blue has approximately 60 employees across offices in Chicago and New York.