Avantus
- View other case studies related to - Visual Identity
- View other case studies related to - Energy
- View other case studies related to - North America
Empowering eminence through a crystalised purpose that unites a portfolio of different business units
Avantus Federal, is the result of the merging of seven fast-moving businesses in the intelligence, defence, and homeland security markets in the United States accelerated by phenomenal talent growth. A critical challenge of the rebrand was telling the story of this complex and differentiated offer, whilst remaining flexible enough to accommodate future acquisitions. The company required an articulated shared purpose that showcases its continued support of the US government. The newly created brand had to further raise the company’s offer of various areas of expertise.
FutureBrand was tasked with creating the new hero brand name and developing the brand strategy alongside a clear visual architecture. A crucial point from the newly created brand architecture, the tagline 'Empowering Eminence' acts as a brand umbrella for the organisation’s purpose, values, personality, and positioning. c, and a warm welcoming colour palette ensuring a master-brand equity and cohesion across all business units. The verbal identity is structured into different architectural pillars, this allows customers to easily differentiate between Avantus’ varied areas of expertise.
"FutureBrand led us through an entire brand transformation at the most key moment for our business, stakeholders and talent. It was never just about the name – it was always about what the brand will stand for. FutureBrand clears away the fog from all the noise, so teams can focus on the most critical items at the most critical time. The team operates within quality and timeliness standards as high as any organisation I have ever worked with."
Andy Maner, CEO Avantus.
