About the project
Avellemy's brief was to execute a full brand refresh/rebrand. The logo and a couple of core colours would remain the same, but everything else needed a complete overhaul to create a more modern, sophisticated and fresh look. Avellemy's target audience was Discretionary Portfolio Managers. They see themselves as having a broad appeal, but toward the top end of the market. A primary goal was to redefine who they are as a business and shape marketing strategies across different channels.
The first step was creating user persona's and researching into the target audience to discover the best direction for the design language. Moodboards and mind maps were used to map this until 3 clear routes were narrowed down to work into. The 3 areas that were chosen were 'Classic and Contemporary', 'Intelligence and Insight' and 'Strong and Sophisticated'. These initial routes can be seen below and were what was initial seen by the client.
The solution
From the concepts presented 'Strong and Sophisticated' was chosen to develop further. It was felt that this provided the best presentation of the modern, sophisticated and fresh look they were going for, while also having a strong tie the the brands current logo and using that as a real highlighting factor of the visual identity.
Results
The final outcome was a brand that the client felt extremely proud of and that held up well across all of their brand assets and communications. At the same time as the brand collateral was being produced, a comprehensive guidelines document was also being created, showcasing the brand in work and how it should be used. A small section of the 80+ document can be seen below.
