A glance at the old Avenue Code brand.
Four different gradients, splat painting, and the Lato typeface helped define the style of the old Avenue Code brand.
How might we refresh Avenue Code brand to become more scalable yet cohesive to the company spirit?
The urban inspiration for Avenue Code name and logo was explored in a mood board, leading to new eight mood colors.
Urban inspiration also helped define our typeface as well. Overpass was selected as the base font family due to its bold edges and inspiration over US highway signage.
Avenue Code solutions and teams were incorporated in the artwork for its first two brand themes, both designed by me.
Identity at Scale
A Sketch library was developed based on our new brand tokens, and a brand guide deck was created to help understanding how the new brand was crafted, and how to properly use it.
From inside out
We wanted to educate the consultants on why branding, design systems, and each one of the values mattered—so we recorded videos to be rolled out weekly as well.
The campaign kicked off with a global opening activity where employees were encouraged to gift each other cards featuring all 8 brand values, with the possibility of sending online cards as well.