Axe (or Lynx, as we know it here in the UK) wanted a brand book that would engage, educate and inspire its internal audience. They were aiming to marry the usual sexy ‘Lynx effect’ cheekiness with factual information about the brand’s heritage in fine fragrance. I crafted the copy based on detailed brief and various existing Powerpoint presentations from Axe, as well as illustrative visuals from the design studio at BBH.
Axe: Internal comms
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