Avidity
- Brand strategy
- Brand development
- Website
Helping to strengthen the business offering by consolidating multiple brands under one group.
Background
Our client McCurrach required a new group brand to house a range of specialist brands providing sales and marketing services.
McCurrach would become a sub-brand focused on their field sales offering. The new group brand would house the McCurrach brand alongside its other product and service brands.
Pre-flight ↓
The creation of a name for the brand was our first step, shortlisting the new group name to two possible options.
At this early stage, we explored brand marks for each name to give stakeholders a clear choice, with each option expressing its own distinct personality. Each required a suite of visual material to help tell its story and bring the concept to life — enabling stakeholders to understand how the brand would look and feel in the real world and make an informed decision.
The chosen name was associated with enthusiasm, dedication and growth — attributes that capture the essence of the business. ↓
Ignition↓
The new brand for Avidity is sophisticated while incorporating a distinctive human element, namely a heart.
The symbol accompanying the wordmark consists of two parts – a rocket and fuel. The rocket symbolises, discovery, exploration and moving onwards and upwards towards new destinations. The fuel takes the form of a heart below the rocket, emphasising a business dedicated to its people and powered by their passion.
Lift-off↓
Alongside a powerful identity, we designed and wrote a comprehensive set of brand and tone of voice guidelines, and launched a new group website.
This new home for Avidity’s brands featured each within its own dedicated section. The website design follows a less-is-more aesthetic, both in its use of understated black-and-white photography and a minimal brand palette. Accompanied by elegant typography and on-brand graphic devices, it creates a sophisticated digital presence — helping the group of businesses grow and aim for the stars.
Destination ↓
In a crowded universe, the new name and brand position Avidity as a market leader. While Avidity’s focus as a business is to seek new opportunities, grow and shoot for the moon, at heart it is a people business — powered by dedication, knowledge and passion.
To Avidity and beyond…
You may also be interested in our stellar work for some of their other brands, such as Wave and McCurrach.