The AXIS story

After a change of ownership, GWM Multispindle felt the need to begin a new chapter that would launch the company into a new phase.

The client therefore wanted to start again with communication that reflected its new direction.

The new ownership wanted to mark a break with the past and to symbolise the renewal of a business specialising in multispindle machines, both reconditioned and rebuilt.

The process of reconditioning and rebuilding machines is a competitive advantage in terms of both cost and performance. The company stands out for its ability to customise machines to its customers’ requirements, adding CNC axes where needed.

It operates in a range of sectors, including automotive and pneumatics, and aims to expand internationally, particularly in Germany, Poland and France.

GWM Multispindle needed to develop an effective marketing and communication strategy, including a more considered online presence.

The objective was to consolidate its reputation as a manufacturer and not merely a reconditioner of machines, improving customer relationships and increasing international visibility.

To meet the client’s requirement, we started from strategic analysis.

Examining its strengths and weaknesses revealed the absence of a clear identity, with a logo that was hard to adapt and a name that fitted the business but resembled those of other competitors.

We therefore guided the client through a brand positioning strategy to differentiate it from competitors, adopting a differentiating idea that was both relevant and clear to its audience.

Through the brand strategy we then defined its values, its vision and its mission.

GWM Multispindle’s advisory approach, its problem solving, efficiency, attention to detail and valuable relationships are the elements that make the client

“The partner that increases a company’s productivity with the right machine for every requirement in the field of multispindle lathes”

For its customers, choosing GWM Multispindle means investing in the solution that guarantees the greatest number of parts in the shortest possible time, with the fewest machine stoppages.

It also means buying a customised, high-performing product that feels brand new, at a cost 40–60% lower.

Finally, we defined the brand‘s new name, drawing inspiration from the reference axes of machine movement: x, y and z, where X and Y are horizontal and Z is vertical. From that came AXIS.

Axes are, in essence, the guides that govern movement.

AXIS promises to do the same as an adviser, through its method: guiding you towards greater productivity by making the most of what the machine can do.

The next step was defining the payoff: Production Beats. “Beats” are the beats of the machine as it produces — engineering and industry in their purest expression.

It speaks of the expertise of a professional who repairs or replaces the “heart” of a machine and brings it back to “health”, as good as new. While “production” reinforces the idea of output, which remains the key to everything.

We then created the new AXIS logo, representing precision and innovation, the qualities central to AXIS.

We also provided the client with a brand manual and visual guidelines, so that the new identity can be applied visually across every one of the company’s communication channels.

Through the implementation of its new communication strategy, GWM Multispindle — now rebranded as AXIS — has a new logo and a coherent visual identity that have improved brand recognition among customers and partners.

Thanks to the positioning work, AXIS can now present itself as a manufacturer of highly customised multispindle machines rather than merely a reconditioner, and extend its commercial interests abroad.