Together with Rafael Zarfati, we partnered with Axonize as part of the Microsoft Scale Up program and built a complete branding strategy, messaging, new name and visual language. Then we started working with the team in Axonize on the huge platform for Internet of things. This work included a complete product architecture, inner logic and business logic planing, user experience and interface for multiple users, clients from various verticals and sizes. The Axonize name was invented from the understanding that Axonize are the deep smart piece of the puzzle that connects the business to its users. The Axon, is the one smart “Thing” in our brain that actually connects the neurons in our brain.