Thanks to Teikna Design, a specialised graphic design and branding studio with offices in Milan, founded and directed by Claudia Neri, with the assistance of Elisa Stagnoli, Axolight has appeared at the Euroluce 2017 event with a revamped image that reflects what the company is today: a profoundly changed Axolight compared to its beginnings 20 years ago, ready to lay the foundations for the future. Teikna Design was asked to radically revamp Axolight’s image, to reposition it in a way that would reflect its profound change bringing out the emotional aspect, a really important part of its vision. “Since this new look wasn’t going to be just superficial, we had to go way back,” says Claudia Neri. “Our inspiration was born thinking about one of design’s heydays, the so-called mid-century modern, that is, 1950s and 1960s design, straying into the 1970s a bit, too. It’s an assertive design made up of strong shapes, bright colours and decorations. This was an era when people looked boldly and enthusiastically to the future: a sentiment that has truly guided the Axolight project, including the decision to use a font symbol of enthusiasm for the future, Futura to be precise. For Axolight I worked on primary geometries derived from the shape of the letters A, X and O that morph to the point of becoming abstract; from the alphabet they go back to being pure geometry.” The claim that identifies and distinguishes the new image is Bespoke Design that in Axolight’s case is a key factor in which the business skills and the approach to the project allow you not only to adapt the products to the market’s needs, but also to manage to interpret the look so that itis tailor-made and so, bespoke. This way, the work on Axolight’s brand identity was first and foremost the creation of a rich and varied visual language that directly impacts the atmosphere and the style of the images, also capable of expressing the future evolution of the brand without however losing recognisability. Among the new materials above all it is the Lookbook to express Axolight’s new essence: 32 pages where the product is design, vision, art, architecture and creates an unmistakable mood. Creative director and designer, Claudia Neri founded and directs Teikna Design in Milan, a specialised graphic design and branding studio. For over 10 years Teikna Design was based in Toronto, Canada, mainly working for clients in Toronto and New York.It received prestigious awards which include: Graphis; AIGA American Institute for Graphic Arts; Good Design Awards, Chicago Athenaeum Museum of Design; Communication Arts. Claudia Neriwas on the panel of judges at Cannes Lions and ADC Global Art Directors Club New York and she is part of Commissione Nazionale Design Index – ADI (Compasso d’oro) and member of ADCI (Art Directors Club of Italy) for which she has been writing for three years the blog: http://blog.adci.it/