MediaPost 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. 


Read the full article below. 


Axiom Consulting Partners has rebranded as Lotis Blue. The rebranding effort was completed in partnership with Chicago-based agency 50,000feet.


According to the companies, Axiom had established strong client relationships, using data and behavioral science capabilities to solve organizational problems.


The problem was Axiom lacked “clear name ownership and brand differentiation.” 


50,000feet conducted research and a brand strategy effort to define how a newly imagined brand could support Axiom’s vision. Through interviews, focus groups and other research methods, Axiom was able to gain employee feedback and sentiment to help inform possible name changes.   


Derived from the name of the world’s rarest butterfly, Lotis Blue conveys the brand’s “essence of growth and transformation through a universally recognized symbol,” according to the agency. The name signals the company’s “commitment to helping clients capture and action unique insights through a personalized approach and blend of data and behavioral science.”


Complementing the new name, 50,000feet created a corporate visual identity system including a newly designed logomark, palette, typography, photographic style and custom artwork to differentiate the firm from competitors. The brand work coincided with 50,000feet’s redesign and development of Axiom’s website to strengthen the firm’s digital presence in support of overall awareness and client engagement efforts.