The Avenue, a brokerage that was a pioneer in giving Brazilian investors access to the North American financial market, announced its new brand positioning in the 2024 edition of Avenue Connection. This move reflects Avenue’s transition to a leading company in offering international investment advisory and playing a key role in the industry and society’s transformations.
The construction of the new visual identity and storytelling aims to properly position the brand in front of an audience that seeks to preserve its assets and thrive. By putting dollar investment at the center of the conversation, the company reinforces its purpose of ‘expanding the potential of Brazilian investors by making their life yield more, in dollars’.
According to CEO Roberto Lee: ‘Global financial life has gained more relevance in recent years with the growing opening of markets. We want to intensify this quest of Brazilians, contributing to transforming their mindset regarding diversification and asset security. Our goal is not just to be a bridge to international investments, but to be with the client at every stage of their journey. If we want to be a brand that guides and directs the market, we need to have solidity in our approach and the robustness with which we are seen. And, two years after partnering with Itaú, this rebranding reinforces these attributes’.
Through symbols that resonate with the client’s complete international investment journey, the process involved visual changes, typography, photographic style, logo, and platform design. Along with the new visual, the company revisited its verbal identity, which now includes pillars that consolidate the platform’s characteristics: ‘Provocative,’ aimed at sparking the urgency to change the perspectives of Brazilians on investing in dollars. ‘Relational,’ which aims to convey the necessary confidence to guide clients in this transformation, highlighting the relationship between investors and experts. Finally, ‘Guiding,’ which affirms the company’s conviction and leadership in protecting and prospering the wealth of its investors.
This brand movement gains reinforcement with the recent arrival of Ricardo Longo, current CMO of the company. The executive has over 20 years of experience in marketing and business, having worked at Matera Systems, FingerTips, Dock, and others. “The brand is the identity of a company and should reflect what the company is and its promise to the market. In the case of Avenue, with all the evolutions that have occurred in recent years, it was necessary to also evolve our communication to reflect who we really are today,” explains Longo.
The rebranding process was carried out by the agency iN, specialized in building and activating Cult Brands.
