A Avenue, the brokerage that was a pioneer in providing Brazilian investors access to the North American financial market, announced its new brand positioning in the 2024 edition of Avenue Connection. This movement reflects the transition of Avenue into a leading company in providing international investment advisory and a protagonist in the transformations of the sector and society.
The construction of the new visual identity and storytelling aims to properly position the brand in front of the audience that wishes to preserve its heritage and prosper. By placing the dollar investment at the center of the conversation, the company reinforces its purpose of "expanding the potential of the Brazilian investor by making their life more profitable, in dollars."
According to CEO Roberto Lee: “Global financial life has gained more relevance in recent years with the increasing openness of markets. We want to intensify this search by Brazilians, helping to transform their mindset regarding diversification and asset security. Our goal is not only to be a bridge for 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 stance and in the robustness with which we are seen. And, two years after entering into a partnership with Itaú, this rebranding reinforces these attributes.”
Through symbols that communicate with the client's entire international investment journey, the process involved visual changes, in 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: 'Provocateur' with the aim of awakening urgency in changing Brazilians' perspectives on dollar investment. 'Relational', which aims to convey the necessary trust to guide clients through this transformation, highlighting the relationship between investors and specialists. Finally, 'Advisor' who affirms the company's conviction and leadership in protecting and prospering its investors' assets.
This brand movement is reinforced by the recent arrival of Ricardo Longo, the company's current CMO. 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 also necessary to evolve our communication to reflect who we truly are today," explains Longo.
The rebranding process was carried out by the iN agency, specialized in building and activating Cult Brands.
