Axiom

Rebranding and reshaping the UK's most comprehensive public sector tender discovery platform, used by 80,000 people every week.

Axiom

2023

Axiom is the rebrand of Bidstats, the UK's most comprehensive public sector tender discovery platform. It had strong search reach, but the product experience felt dated and utility-led, not premium or category-defining.

The challenge was a tight one. Lift perception, lift usability, and lift the paid value story, without touching what was already working: an existing familiar userbase, organic search and high-intent traffic.

We treated it as a transformation, not a reskin. Premium SaaS polish on the surface, but with hard structural choices underneath so the product could scale.

We worked closely with the founders, CTO, and dev team from the start, shaping both product and brand direction in parallel so the new name and the new experience landed as one story.

A key constraint became the strategy. We rebuilt key areas around the existing URL structure, then used site architecture work and full-page audits to rework layout, flows, and hierarchy, keeping SEO equity intact while modernising the platform.

Every screen was designed with three goals in mind: more speed and depth for power users, less friction for new users, and a clearer value gap between free and premium tiers so upgrading feels obvious.

The rebrand and redesigned platform launched with no disruption to organic traffic or search performance for high-intent terms.

The new foundation also made ongoing feature launches safer, because the system is modular and consistent. Frequent users reported faster access to the data they care about, plus clearer tender search and discovery.

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