AXA chose to expand through a combination of organic growth and acquisitions operating with only one brand.

Acquisitions required gradually bringing the brands acquired under the AXA banner. At the same time, the AXA brand had to be given a comprehensive universe, from the most permanent signs (the branch networks, for instance) to those that usually need to be adapted (visual style and photographic universe of sales and marketing materials).

Dragon Rouge has been working with AXA since 1994 in various areas: brand architecture, transformation of the brands acquired with companies taken over, stationery, signage for the branch networks and office buildings, and the visual style for sales and marketing materials. Work currently underway focuses chiefly on creating a photographic style to be used for sales and marketing materials worldwide.