How AXA Global Healthcare Transformed Their Marketing Strategy Into Studio Art
When planning a corporate strategy day, departmental reward, or workplace social, finding an activity that genuinely engages everyone—from self-proclaimed non-artists to senior leaders—can feel like a challenge.
Recently, the international marketing department at AXA Global Healthcare visited PaintnGo in Tunbridge Wells for a custom studio painting session. Representing four distinct sub-teams, navigating hybrid working dynamics, and coordinating a 30-person headcount, they needed a session that was structured, inclusive, and deeply aligned with their collective identity.
Here is how we worked together to turn their department's real-world values, workflows, and culture into a stunning collaborative studio mural.
1. The Challenge: Connecting 4 Sub-Teams Under One Anchor
Large corporate departments are rarely one-size-fits-all. AXA’s marketing group comprised four specialised functions:
- Growth Marketing: Performance, B2B, and large corporate campaigns.
- Brand & Customer: Content creation, reputation management, and member comms.
- Digital & Web: International websites, A/B testing, and customer portals.
- Customer Experience & Insight: Customer journey mapping, analytics, and survey tools.
The objective was clear: create a cohesive piece of studio artwork where every sub-team felt equal, represented, and connected, without making any single group feel secondary or reduced to superficial stereotypes.
2. The Collaborative Design Process
Before setting foot in our studio, we collaborated directly with the team lead to translate their daily operations into visual concepts:
-
The Anchor ("The Team"): Rather than focusing solely on commercial KPIs, the central heart of the mural was anchored on team support—representing how team members "run through walls" to help one another.
-
Balancing Professional & Human Elements: We replaced generic office tropes with meaningful industry symbols—weaving in automation tools, LinkedIn motifs, analytics curves, and digital interface nodes.
-
Connecting the Flow: Using abstract "launch trails" and pixelated data rivers, we visually linked each department’s section together into one continuous ecosystem across the studio wall.
3. Designing for Inclusive Participation
A common concern for group organisers is making sure non-artistic team members don't feel intimidated or put on the spot.
To overcome this, our creative team pre-sketched the large-scale architectural outlines directly onto the studio walls beforehand. By providing clear, structured frames and "big shapes" rather than a daunting blank canvas, everyone could pick up a paintbrush, focus on the social experience, and contribute with confidence from minute one.
4. The Result & Feedback
The two-hour session gave the AXA team room to step away from their screens, connect in person, and build something tangible together.
"Thanks to the fabulous, friendly team at PaintnGo for a brilliant team building session. Everyone in AXA Health International’s marketing team loved the chance to unleash their creativity on your walls. The help and guidance we received from you all encouraged us to get stuck in – even those of us who wouldn’t consider themselves as artistic. Highly recommend this for other teams. It’s a great way to connect, have some fun and work together a little differently."— Emma Crowle, Customer Experience & Insight Lead, AXA Global Healthcare
Plan Your Corporate Event at PaintnGo Tunbridge Wells
Whether you're organising a strategy day, celebrating an end-of-quarter win, or bringing hybrid teams together under one roof, PaintnGo provides fully customised team-building experiences in Kent.
- Flexible Group Capacity: Tailored studio sessions for small leadership teams up to large department socials (30+ guests).
- Bespoke Mural Prep: We work with your event planner to incorporate company values, brand elements, or milestone achievements into the design beforehand.
- Central Location: Conveniently located in Royal Tunbridge Wells.