Digia acquired Avalon as a subsidiary in September 2022. This kicked off a new era in our operations. Our offering expanded and our technology, data and business capabilities multiplied.
This pushed us to rethink our entire offering, conceptualise a new website, and – while we had already recognised the need for a brand renewal – now it became vital.
Why does a brand need to be renewed?
Six rather eventful years had passed since Avalon's previous brand renewal. Some of you might recall that the world and the market we operate in was very different back in 2017. Even our customers and their business challenges were somewhat different then than now.
When the world evolves but a brand doesn't; stuff can happen. At worst, the brand’s charm, interest, and credibility begins to erode.
If you fail to take a strategy-led approach to brand renewal, there is a risk that the visual identity and messages start to live a life of their own: messages are crafted on the fly, arbitrary images start popping up and new colours and fonts get introduced. Such spontaneous bursts of creativity rarely lead to optimal long-term results.
Our rebranding process
Even though we had a real urge to renew our brand, we patiently waited for Digia to complete its brand renewal in spring 2023. We then formed our own brand task force and started brainstorming how we wanted Avalon to appear.
We started with the basics of our business: the reason Avalon exists, its mission and vision, and core values. We then burrowed into our strategic and business goals, our competitors, and our target groups.
Laden with all this information, we were ready to define the target identity of our brand. We used it to further determine our communication style and prepared three proposals for the management team of a new visual appearance. With the one that got the most enthusiastic votes, we refined the new logo, main colours, typography and fonts, as well as our illustration style.
Courage to stand out and act as a visionary
Based on our brand and offering development workshops, we came to the conclusion that we want Avalon to act and appear as a visionary of delightful customer experiences, a creative business sparring partner, and an implementer of smart digital solutions.
To showcase this, we felt we needed a distinctive and bold visual identity. Edgy, if you will.
Now that you've gotten to know our brand on this site and all across social media, what thoughts does it stir in you?
