LAX

Client
LAX
Location
Saudi Arabia
Scope
Visual identity · Logo design · Brand applications

About the project

LAX brings relaxation into busy public spaces through massage chairs designed for airports and malls. We created a visual identity that pairs a unified L/A/X symbol with warm neutrals, bilingual lettering and a consistent system for signage and brand communication.

LAX massage chair brand shown on an illuminated display
Original LAX Lounge logo and redesigned bilingual LAX identity
L, A and X letterforms that combine into the LAX symbol

The name LAX is drawn from ‘relax’. The symbol brings the letters L, A and X into one continuous form, giving the identity a compact, recognisable signature.

LAX logo curves and construction grid
LAX bilingual Arabic and English logo on a warm neutral background
LAX identity variants in cream, copper and dark tones
LAX colour palette: Woodsmoke, Potter’s Clay, Satin Linen and Old Copper

Warm copper and linen tones balance the dark foundation of the identity. The palette connects the comfort of the product with a calm, contemporary presence.

Orbitron and Galano Grotesque typefaces in the LAX identity
LAX Lounge bilingual exterior signage
LAX massage chair brand exhibited on a wide environmental display
LAX brand campaign across three outdoor billboard panels
Sculptural LAX symbol with bilingual branding and the Relax Anywhere Anytime message

Thank you

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A considered process.
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answers.

01

How are you different from an agency or a freelancer?

A freelancer gives you files. An agency gives you an account manager. We give you a small senior team that stays with you from strategy to launch, with identity, packaging, motion, 3D and campaigns all made under one roof, around one idea.

02

Which package is right for us?

Standard provides the essential foundation. Premium adds deeper strategy and a fuller identity. Iconic extends the strategic and creative scope. We’ll recommend the right level after reviewing your brief.

03

How long does it take?

Typical timelines are 3–4 weeks for Standard, 3–6 weeks for Premium and 5–8 weeks for Iconic. We confirm the schedule with the scope.

04

Do you work internationally?

Yes. We’ve built brands for clients in 30+ countries, from Riyadh and Dubai to London and Los Angeles, in Arabic, English or both. Workshops run live over video, and you’ll always know where the project stands.

05

Can you build our website?

Yes. If you’d like a website, you can add one to any branding package. We can build it with custom code or in Framer, and we’ll help you choose what fits your project. Premium and Iconic already include website and email design guides.

06

How do we get started?

Send us a short brief. We’ll book a call, then share a proposal with scope, timeline and investment. Every project starts with a brand workshop, and you review and shape each stage with us, so there’s never a big reveal to worry about.