Qaxa is a privacy-first collaboration tool, built by a founder and a small development team, competing for attention against established European privacy names.

We started with an Ownership Audit, benchmarking what the brand held against everyone else in the space. The finding was blunt. A logo set in an off-the-shelf typeface, illustrations bought from a stock library. Nothing on the brand was theirs, and nothing distinguished it from the category, which mostly signals security by looking cold.

The Q was the way out. Turn it and it reads as a speech bubble, so the letter carries what the product does. Rotate it again and it becomes the A. One drawn form, reused across the alphabet, generating the wordmark and then the motion system the app runs on. Warmed by illustration that is human rather than corporate.