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A complete rebrand for a corporate advisory group, designed to project experience, scale, and direction across complex global markets.
PYXIS ADVISORY
2025
BRAND IDENTITY
PROJECT SPEC
OSCO LONDON
Project Type
Rebrand
Services
Brand Design
Brand Architecture
Kinetic Motion Design
Website UI/UX
Industry
Consultancy
Corporate Advisory
Energy, Oil & Gas
M&A, Banking & Finance
Corporate
Services
Brand Design
Brand Architecture
Kinetic Motion Design
Website UI/UX
Brand Story
Matt first approached us as the firm entered a new phase of growth, recognising that how the business showed up needed to match the level at which it was operating. The advisory had depth, credibility, and a strong global footprint, but its identity and website were holding it back. Our role was to reframe the brand and digital presence to reflect seniority, judgement, and scale, creating a system that could communicate Pyxis’ work clearly and confidently across sectors, regions, and leadership audiences.
Logo & Design Language
Pyxis’ identity was built through precise typographic and colour decisions rather than overt graphic devices. The wordmark is custom drawn, with the X featuring a bespoke spur that subtly disrupts symmetry and introduces a sense of direction and intent. The colour palette draws from deep maritime and institutional tones, including Nocturne, Marina, and Harbour, to establish weight and credibility, supported by softer neutrals such as Antique and Quartz to create balance across layouts. Muted accents like Geneva and Sage are used sparingly, adding warmth and distinction without undermining the composed, advisory nature of the brand.
Brand Systems
The Pyxis brand system is built around a structured framework inspired by constellation mapping and navigational logic. This framework operates as both a visual language and a practical tool, bringing order and orientation to complex information. Beyond its use as a graphic motif, the system underpins process maps, diagrams, and infographics, allowing strategy, services, and change journeys to be communicated with structure and intent. Used consistently across digital, print, and presentation environments, the system is both utilitarian and expressive, reinforcing the Pyxis identity while supporting clarity and coherence at scale.
Brand Strategy
Beyond the visual identity, our work with Pyxis focused on building a strategic framework to anchor how the business thinks, speaks, and positions its services. We developed a compass-led brand model built around Cardinal Poles that define core service areas, supported by Ordinal values and Bearings that guide delivery and decision making. This structure created a shared internal language and a clear external narrative, allowing advisory, ventures, digital, and leadership services to sit within a single, coherent system.
Website UI/UX
The Pyxis website was designed as an interaction-led experience that balances elegance with depth. A disciplined grid anchors the layout, while the homepage is structured around the firm’s four brand principles to provide immediate orientation. Subtle animation brings the system to life, including the Pyxis mark fixed in the corner that responds to cursor movement like a compass, reinforcing the brand’s navigational logic. Together, structure, motion, and content flow create a composed digital experience built for senior audiences who value both clarity and substance.
Brand Extention
Pyxis Legacy and Pyxis Journal were developed as natural extensions of the core brand, each serving a distinct role. Legacy provides a focused platform for Pyxis’ CSR and charitable work, with a quieter visual treatment and refined logo designed for use across sponsorship, events, and PR. Pyxis Journal extends the brand into thought leadership, with a custom wordmark that echoes the bespoke spur detailing of the Pyxis master logo. Together, these extensions allow Pyxis to communicate purpose and perspective with the same restraint and intent as the core advisory brand.
Brand Application
The Pyxis identity was applied across a range of real-world touchpoints to ensure it translates confidently beyond digital environments. These applications explore how the brand lives within presentations, printed materials, and public-facing contexts, reinforcing consistency, structure, and presence. The result is an identity that holds its weight across advisory settings, events, and communications, maintaining credibility wherever it appears.
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