AXA Group

A Fresh Approach to Digital Communication

“frog’s user-centered approach refocused our digital content strategy on the needs and interests of AXA clients. Together we pioneered new ways of working within AXA that allowed us to launch a completely new AXA web experience in less than a year.”
Elizabeth de Rosanbo, Brand and Digital Communications Manager at AXA
To launch an ambitious new online experience, AXA Group collaborated with frog to simultaneously redefine its content strategy, design language system and user experience, in just nine months.


Human Stories That Matter
The engagement strategy pairs corporate and editorial content, creating stories that appeal to users’ aspirations and needs. frog worked with AXA to define a content vision that differentiates the company, engages users with human stories and helps them see insurance in new ways.
Contemporary Design
A warm and approachable visual language inspired by print—but designed for digital—offers a contemporary look that highlights stories within a simple interface. The system adapts to editorial and user needs across touchpoints and platforms, ensuring a coherent and streamlined experience for customers and content creators.
Catalyst for Transformation
Choreographing an ambitious experience strategy on a short timeline required close collaboration between the AXA and frog teams. The introduction of human-centered design and agile development processes at AXA continues to catalyze innovation long after the website launch.
May 2015
frog and AXA began gathering insights on how to transform the company’s digital communication strategy.
February 2016
The new website goes live with revised storytelling, a new and warmer look and feel and a revised architecture.
October 2016 was awarded the Lovie Award, honoring the best of the European Internet. has become a digital hub for scores of users around the world. Featuring innovative and engaging content, it goes beyond insurance to entertain and inform users on topics relevant to their daily lives.
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