Tina Hardison—Studio

PAX Rebrand


We took on the challenge of rebranding PAX Vaporizers,
the leading portable vaporizer on the market.


From tech to lifestyle.

The PAX brand was built positioned as the most premium vaporizer on the market. This created a very tech-forward brand positioning. As new vaporizer competition hit the market, PAX found the need to evolve their branding to reach new audiences and to stand apart from the rest.


Experience Brand Positioning

Collaborating with the PAX team, we developed a new brand strategy and positioning. From a series of consumer studies, we found that the vaporizer consumer uses vaporizers to elevate life experiences. This insight lead us to evolve PAX's historic tech forward brand positioning to an elevated experience brand positioning. The content we created for the brand put people at the center of the experience, with PAX there along the way to help keep you elevated.

Creating feeling through color

The PAX brand color palette had historically been white and black. With the new experience brand positioning, we wanted to give the PAX brand identity a color palette that communicated the feeling of elevated experiences. 


Telling the PAX story through engaging digital content

We produced PAX's first ever experience driven social campaign. #PAXLife tells the stories of how creative people use PAX as a part of a creative and inspired life. 



Brand Strategy
Brand Values, Principles, Mission


Brand Positioning
Identity Design
Voice & Tone


Content Strategy
Creative Direction
Art Direction
Photo Production


Lauryn Livengood
Erica McCarthy
William Leung
Richard Mumby
Eric Haines
Matthew Reamer
Pakayla Biehn
Simon Goetz