Mighty Jaxx

Mighty Jaxx

2022

Discipline

Brand Identity

Client

Mighty Jaxx

Industry

Art, Design, Entertainment, Finance, Technology

Mighty Jaxx had grown from an independent toy maker into a group spanning collectibles, intellectual property, digital technology and sport. It needed an identity large enough to hold that expansion without losing its rebellious start.

We began by observing the business and speaking with staff and customers. The story kept returning to the original mascot: a mischievous pirate boy who embodied founder Jackson Aw’s desire to make cool things on his own terms.

The answer was not only a new logo, but a clearer architecture. Workshops led to Mighty Verse, a larger world in which Mighty Jaxx and its related businesses could sit together.

We began by observing the business and speaking with staff and customers. The story kept returning to the original mascot: a mischievous pirate boy who embodied founder Jackson Aw’s desire to make cool things on his own terms.

The answer was not only a new logo, but a clearer architecture. Workshops led to Mighty Verse, a larger world in which Mighty Jaxx and its related businesses could sit together.

“Where Desire Takes Shape” became the brand essence. It connects the founding impulse to make with the group’s ability to realise ideas in physical, digital and hybrid forms.

A skull emblem pays tribute to the pirate boy while forming a clenched fist signing the letter M. Each sub-brand carries a different eye patch and wordmark, giving the family a shared character without making every business look the same.

The strategy proved useful before the identity was complete, helping the founder explain the business to potential investors. The system was rolled out across the group and its packaging through 2022, culminating at Singapore Comic Convention.

The new architecture gave the Mighty Verse family a clearer foundation for growth.

The strategy proved useful before the identity was complete, helping the founder explain the business to potential investors. The system was rolled out across the group and its packaging through 2022, culminating at Singapore Comic Convention.

The new architecture gave the Mighty Verse family a clearer foundation for growth.