Who we are and how we work
Axe & Co is an independent creative consultancy led by Matthew Axe, collaborating with a trusted network of designers, writers, photographers, strategists, developers, motion designers, filmmakers, editors, retouchers, and production partners as each project requires.
Our process begins with a deep understanding of a brand’s positioning, context, and ambition, allowing strategy, creative direction, and design to evolve together into refined, purposeful work.
Collaborative, strategic, and exacting, we bring senior creative direction together with the specialist expertise needed to create distinctive, coherent brands and experiences across every touchpoint.
What we do
Brand Evolution For established brands entering a new phase.
Strategy · Positioning · Identity · Creative Direction * Packaging
Brand Launch For new brands and major launches.
Strategy · Identity · Packaging · Campaign · Web
Creative Direction For brands seeking senior creative leadership.
Creative Strategy · Art Direction · Campaign · Content
Digital Experiences Creating intuitive digital experiences that extend and elevate the brand.
Retail & Events Creating distinctive physical experiences across retail, events, and activations.
Selected Design Books, editorial, packaging, environments, and other focused engagements.
About the Founder
Matthew Axe
Founder & Creative Director
Matthew Axe is an English creative director based in New York and the founder of Axe & Co, an independent creative consultancy partnering with consumer and lifestyle brands at moments of growth and reinvention.
Formerly Vice President and Creative Director at Martha Stewart Living, he helped guide one of the most influential lifestyle brands through evolution and expansion. Today, he partners with brands on creative strategy, direction, and design—clarifying positioning, defining distinctive visual worlds, and creating work that drives business impact.
His clients and collaborations include Darphin Paris, Elemis, Fresh, Jo Malone London, Shiseido, Baker Furniture, Design Within Reach, Kohler, Rizzoli, Williams-Sonoma, Bellocq, Simply Gum, and Pamela Anderson.
Recent work includes the brand relaunch of Josie Maran, refining its visual language and positioning for growth, and a collaboration with Pamela Anderson on her New York Times bestselling book I Love You, shaping its visual and creative identity.
His work has been recognized by the James Beard Foundation, American Society of Magazine Editors, Society of Publication Designers, D&AD, and the Art Directors Club. His home and garden have also been featured in Remodelista and The New York Times.
Matthew in his Sea Cliff, N.Y. garden. See article.
Connect with us
We work with forward thinking brands on transformative branding, packaging, and digital projects — creating measurable results.
To contact us directly please email us at: studio@axeandco.com