AXA EQUITABLE, a French-based insurance company, is taking an axe to its name, trimming it to AXA in the USA.

After studying consumer needs in the complex financial marketplace, their publicity company (Publicis Kaplan Thaler) has devised a sharp new campaign.  Consumers can contemplate a simple message as they climb stairs in public places such as Grand Central Station in New York.

          “Reach your financial destination one small step at a time. AXA redefining standards.”

The staircase is both the medium and the message.

Adapted from and photo from: