AVI-SPL Ignites Confidence and Curiosity with its New Brand Identity
How this unified communications provider found its new voice — and winning message.
Overview
AVI-SPL is the world’s leading provider of audiovisual, unified communications, experience technology and managed services. The brand works with more than 86% of Fortune 100 companies to transform how people and technology connect to elevate experiences, create new value and enable organizations to thrive and grow.
AVI-SPL approached Walker Sands with the challenge of developing a differentiated strategic messaging framework and a creative identity refresh that communicates its value as a modern, future-forward brand.
The Ask: How might we reposition AVI-SPL to highlight their commitment to innovation and customer stewardship?
AVI-SPL is a trusted name in the industry, with 40+ years of experience and a reputation for excellence. But after years of post-COVID remote work, the company faced an identity crisis.
AVI-SPL needed to surface, embolden and amplify that “something special” in its brand. This was especially crucial given the repetitiveness of competitor messaging. When everyone is saying the same thing, how do you identify your unique value proposition?
Additionally, AVI-SPL needed to communicate a clear and consistent story at the brand level about an exceptionally broad slate of services, ranging from bread-and-butter meeting and collaboration solutions to cutting-edge experiential offerings.
The next question: How do you craft a brand platform that balances a message of reliability and excellence with an exciting story of innovation and progress?
How: Tell the story of AVI-SPL’s relationship-driven approach
Extensive interviews with customers and internal executives as well as competitive industry research uncovered key opportunities for AVI-SPL.
AVI-SPL’s value as a collaborative partner emerged as a clear throughline. Customers and stakeholders alike shared that the benefits of AVI-SPL’s consultative approach, beyond just the technology solutions themselves, positioned the brand to make a lasting impact on its clients. AVI-SPL’s expert staff, people-first bias and personalized guidance meant they were better positioned to solve clients’ unique problems — and give their clients confidence and peace of mind in the process.
What: AVI-SPL ignites confidence and curiosity
This strategy informed AVI-SPL’s new brand promise to ignite confidence and curiosity.
Curiosity fuels creativity. With this new promise, AVI-SPL invites customers to ask “what if” and explore possibilities for future solutions and innovation.
This promise is supported by AVI-SPL’s new brand foundation that focuses not just on reliable, excellent tech solutions, but also personalized guidance and forward-thinking innovation. These new messaging pillars empower AVI-SPL to tell a more powerful, human story, highlighting its ability to push clients to test new possibilities confidently.
The new approach also enabled AVI-SPL to emphasize themes of innovation, partnership and reliability equally. That’s key in a space where branders like AVI-SPL are often viewed as vendors, rather than partners. The new messaging positions AVI-SPL to move beyond a transactional dynamic, so they’re viewed more as expert guides.
Creatively, we introduced a bold graphic arrow as a brand device to emphasize AVI-SPL’s role as a guide and build visual equity. We also created a new “plus” grid system to subtly represent the foundation that AVI-SPL provides for its customers. The arrows can be created on and navigate the grid in unlimited ways, but the grid will always remain stable underneath: bringing “confidence and curiosity” to life.
We also introduced a bold, bright new color palette and developed verbal guidelines to shape the new voice of AVI-SPL: challenging, inquisitive, passionate and supportive.
Where: Owned
We delivered end-to-end brand foundations that drive long-term impact, beginning with a comprehensive brand strategy that clarified market position and messaging. From there, we built a creative brand identity, including color palette, voice and tone guidelines and a suite of visual assets that ensure consistency across touchpoints. To support day-to-day execution, we also provided branded templates that empower internal teams to communicate with polish, precision and confidence.
The Outcome
AVI-SPL’s new messaging foundation and brand identity empowers the veteran brand to refresh its personality, clarify its value prop and own a story of innovation and partnership in a crowded space.
“You’ve propelled us on the forward-leaning, progressive aspect of our brand. I’m delighted with the output.”
Julian Phillips
SVP Global Business Development & Managing Director, XTG, AVI-SPL
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