Leading supplier of high-performance CNC routing and cutting solutions, AXYZ International has announced a major rebranding and restructuring initiative. It embracesa change in company name, a newcorporate identity and realigned marketing strategy. Implemented by the parent company in Canada, the rebranding programmefollows acquisition of the US-based waterjet cutting systems companyWARDJet in 2018. This signalledAXYZ International’s entry into the waterjet cutting sector and precipitatedthe decision to carry out a total rebranding programme.

In consequence, since the beginning of FebruaryAXYZ International has been trading as AXYZ Automation Group, a namethat recalls the company’s inception in the 1990’s when it was known asAXYZ Automation. More significantly, however, the rebrandserves as an indication of how the company has evolved over the years, with a much expandedproduct offering, greatermarket diversification and a high receptivity of the AXYZ brand by the many industries it supports.

President of AXYZ Automation Group, Luke Hansen-Macdonald commented: “The rebrand reflects our commitment to realigning manufacturing output in line with the demand for increased automation and the need to provide alternative solutions to traditional CNC routing systems where these are deemed to be more appropriate. The name of the company and its corporate identity may have changed but its values remain the same.”

Supporting the rebranding programme is a visually stronger and more distinctive three-dimensional logo and tagline, rendered in an equally prominent dark blue and light bluecolour combination. This will give AXYZ Automation Group a new, stronger and readily identifiable corporate identity within the industries it operates and those it plans to exploit in the future.

In welcoming the rebrand, UK Managing Director Mark Sweeney commented: “These changes will enhance the strong presence that the AXYZ brand has built in the UK and Ireland over the years and help the shared objectives of developing new market opportunities for future business growth and prosperity.” Endorsing these sentiments, Vice President (Market Development) Robert Marshall added: “The rebrand will help both existing and potential new customers to better understand and identify with what the AXYZ Automation Group now represents and how it will continue to support their business objectives by enabling access to a much wider product offering and new technologies.”

For further information, visit www.axyz.co.uk or telephone 01952 291600.