Avanade
Create. Change.
Brand identity
Formed in 2000 as a joint venture between Microsoft and Accenture, Avanade had experienced rapid global growth, scaling to over 30,000 employees. Their core vision was to be the leading digital innovator, delivering transformative results for clients by harnessing the full power of people and the Microsoft ecosystem.
Despite their immense scale and technical capability, Avanade’s positioning had stagnated. Their visual identity and market presence had fallen behind their ambitious vision, failing to reflect the dynamic reality of the business or resonate as a modern leader in the technology sector.
Through a series of collaborative sprint labs, we completely reset the brand personality and visual identity. Developing a new logo symbolising ‘dynamic flux’, the crucial space between inception and solution. This was supported by a fluid wave system, designed to express the technology sectors ongoing transformation.
Simple human truth
Endless change creates endless uncertainty. A reliable guide changes everything.
The rebrand transformed Avanade into an emotionally engaging, relevant technology brand. It clarified their proposition for customers and re-established them as a driving force in digital innovation. Internally, the strategic reset generated immense pride, resulting in an unprecedented level of enthusiastic adoption across their global workforce.
