Up to 2015 AFEX brand was logo based and “maintained” it followed all the corporate design rules, however, failed to capture attention and engage.
In the same year AFEX was opening three new offices worldwide. The decision was made to strengthen the internal and external brand.
When joining AFEX in April I was asked to help with the development of a new identity, after learning the new brand values: Trust, Expertise and Value, I started developing ideas for the brand.
The triangle you see on the creative today was chosen to represent the three new values, and a connection between them.