Looking generic in a crowded market
When your brand looks like everyone else's, the only thing left to compare is price.
Where AXIS startedPatients couldn't tell the clinic apart from the hospital radiology department next door.
Branding · Auckland, working worldwide
Position clearly. Stand apart on sight.
Your brand is the gut feeling people get before they’ve read a word. We build that feeling on purpose: a mark, palette, type and voice that people trust at first glance.
- Rated 4.9on Google
- 120+ projectsdelivered
- Fixed quotebefore we start
Businesses we work with
The problem
3 branding traps
holding you back.
People judge a business by how it looks, often before they've spoken to you. AXIS Radiology came to us caught in all three.
Inconsistent identity across every channel
Different colours on the website, a stretched logo on LinkedIn, a rogue font in the pitch deck. Every mismatch chips away at trust.
Where AXIS startedFive clinic locations carried different signage.
Outgrowing a DIY or inherited brand
The brand you launched with got you this far, but it no longer fits the business. Investors, partners and new hires notice before you do.
Where AXIS startedAuckland X-Ray & Imaging Services had outgrown its name and its look.
Not sure whether you need a refresh or a rebuild? We’ll tell you straight.
“Loved the original work from Krush so much that I got them to do a second brand website for me as well. It's the extra attention to detail that they do. Highly recommend!”
What you get
Everything a
brand needs
to show up.
Brand work · AXIS Radiology
One rebrand,
start to finish.
Auckland X-Ray & Imaging Services had outgrown its name and its look. As AXIS it has one calm identity: mark, palette, pattern library, brand book, website, video and photography.
- Brand
- Website design
- Video production
- Photography
- 7
- logo lockups, from fascia sign to favicon
- 6
- colours in the Healing Sage palette
- 7
- brand promise icons
- 19
- pages in the brand book
01The idea
The Embrace
A figure held inside an open sage ring. It reads three ways at once: a clinician supporting a patient, the letters a and x woven together, and the unfurling curve of a koru.
02Logo system
Seven lockups
One logo, built to flex. Each lockup has a job, from fascia signage down to a favicon. The brand book sets the clear space and minimum sizes.
03Colour
Healing Sage
Soft neutrals and Sage lead. Eucalyptus carries text and depth. Apricot is a warm accent for dots and rules, never large fields.
04Typography
Two typefaces
Poppins for headlines, Hanken Grotesk for body copy. Contrast comes from size and weight, never colour.
05Promise & pattern
Promise and pattern
The positioning comes down to three words: care, clarity, confidence. Hand-drawn fern and koru line work roots the brand in Aotearoa, and seven icons carry the promises onto walls, brochures and screens.
06In use
The brand in use
The same book runs the reception wall, the embroidered uniforms, the social tiles and the new website. We produced the video and photography too.
Full rebrand · 2026
AXIS Radiology
Mark, palette, pattern library, 19-page brand book, website, video and photography.
View the full case studyA brand review is free and takes 30 minutes.
How we work
How we build
your brand.
1Free · 01
Discovery & brand audit
Interviews, a competitor audit and a hard look at what you already have. We work out what to keep and what to drop.
2
Positioning & strategy
One sentence that says who you're for and why you win. Everything visual is built to prove it.
3
Visual identity design
Mark, palette, type and a visual system, presented as real applications rather than a logo floating on white.
4
Refinement & sign-off
Two structured rounds. We refine the chosen direction until you sign it off.
5
Rollout & handover
Brand book, every file format, templates for the channels you use, and a handover session so your team can run it.
Your sector
Your brand has
a job to do.
The job changes with the industry. Pick yours to see what it has to get right.
Health & Wellness
Warmth without weakness.
Health brands need to feel approachable and professional at the same time. We find the balance and turn it into a system your team can run.
- Reception
- Uniforms
- Website
- Social tiles
Why Krush for branding
6 reasons to
choose us.
Senior creatives, start to finish
The people who pitch are the people who design. No handoff to juniors after you sign.
Fixed scope, fixed quote
Every deliverable, review round and file format is itemised and agreed before anything starts.
Two structured review rounds
We refine the design until it's right. Feedback is structured so nothing gets lost.
Real applications, not logos on white
Every concept is shown on signage, screens and stationery, so you see how it works in real use.
Source files you own outright
Every file, every format, in your name. No licensing surprises, no ongoing fees to use your own brand.
Strategy before design
We start with positioning and messaging, so the visual identity has a clear job to do.
Google reviews
In their
own words.
Word for word from our Google listing.
“Awesome graphics for a large stage production!”
“Krush digital have done an amazing job creating my website. There was something from the very first email received that made me think out of all the other designers that I needed to proceed with Krush and I'm very lucky I did!”
“I had KRUSH Digital do some product photography for me recently for my small business's website and I could not be happier with the result! Quality content and super professional not to mention such a quick turn around.”
Packages
Three ways
to work with us.
Fixed scope, fixed quote, itemised before anything starts. Every tier comes with source files you own outright.
The Mark
From $3,500
NZD, ex GST
For new ventures that need a credible identity fast.
- Logo & mark suite
- Core palette & type pairing
- One-page usage sheet
- All source files
The Identity
From $8,500
NZD, ex GST
The full system most growing businesses need.
- Everything in The Mark
- Positioning & messaging
- Full visual system
- Brand book
- Social & stationery templates
- Handover session
The Full System
Custom
Scoped and quoted after a review
For established brands rolling out across many channels.
- Everything in The Identity
- Brand architecture & sub-brands
- Motion & animated logo
- Packaging, signage or web rollout
- Ongoing brand guardianship
Frequently asked
questions.
A logo is one asset. A brand is the whole system: mark, colour, type, voice and the rules that hold them together. We build the whole system. The logo is its most visible part.
Yes. Every identity comes with one: usage rules, spacing, colour values, type scales and the do-nots. It keeps your brand consistent when someone else picks up the files.
Yes. We keep what people already recognise and modernise everything around it.
Around four weeks from kick-off to a signed-off identity and brand book. Larger rollouts across packaging, signage or web run longer and are scoped up front.
You do. Every source file, in every format, in your name. No licensing surprises.
Ready to look
like the leader.
Get an estimate in a few taps. Then we’ll tell you what’s working, what’s holding you back, and what a sharper identity would take.
Get a quick quoteFixed quotes.
No surprises
You own it.
All source files
Auckland.
Working worldwide
120+.
projects delivered
4.9.
rated on Google
100%.
source files handed to you
Ready to talk about
your project?
Tell us what you need. We’ll come back with ideas, a timeframe and a fixed quote.