About Auxpire
Auxpire was founded as a way to push back against a world driven by trends and fitting in. The recent phenomena that brands and logos need to be simple to be remembered has flooded the design space and led brands like Jaguar, Pepsi, and (the attempt of) Cracker Barrel to create a look that some call ‘blanding’.
The claim that these new brands and logos are more modern is an insult to good design and has taken the personality out of the brands we know and love. While I believe change can be good, these changes that are void of personality have only harmed the brands that implemented them.
At Auxpire, we push past this surface level thinking and go deeper to discover the true uniqueness behind every business to develop our impactful brands. Everything from your logo and colors, to your typography has an evidence backed reason behind it to ensure that brand isn’t just a pretty design.
Our Mission
At Auxpire, our mission is to harness what makes each business unique and use it to build power through brand design and marketing strategy, because there’s nothing more powerful than authenticity.
Our Vision
Our vision is to see a world where diversity and uniqueness is celebrated and where businesses are empowered to do good in the world.
The Brand Inspiration
As a lover of all things plants, I love that plants could adapt their growth to move towards sunlight. This process is done with the help of a hormone called Auxin, hence the name.
But, as I thought about this idea further, I realized that when all the stems and leaves of plants move in the same direction, some end up getting blocked from the sunlight altogether.
It would be much more powerful if the leaves and stems carved their own path to the best sunlight. A concept I apply to the world of business and makes me question why businesses chase fleeting trends that make them look like every other business.
With no differentiation small businesses are sure to get drowned out by companies who have more resources, but if they carve their own path, powered by their unique differentiators, they have a much higher chance to succeed. Taking control of your business growth and standing out from the crowd will be more powerful than trying to fit in because after all, fitting in doesn’t make you stand out, it makes you disappear.