Case Study: Dovetail Advisory achieves a standout brand refresh with Axiom

Dovetail reaches a wider audience with Axiom's rebrand

Dovetail Advisory, an advisory firm based in Western Australia, faced the challenge of a brand that failed to stand out from its conservative competitors and did not communicate its unique capabilities. The vendor, Axiom, was engaged to conduct a complete brand refresh to address this.

Axiom rebranded Dovetail by refining its brand strategy and creating a new tagline, 'Crafting enduring value'. The solution included an unexpected color palette and unique graphic devices to position the firm as a subtle disruptor. As a result, Dovetail reached a wider audience and was able to cut through the marketplace with a unified and compelling offering, receiving universally positive feedback from customers and partners.

Dovetail Advisory