Avalon Group

Creating an identity that is fresh, modern, and, above all, accessible.

The Avalon Group is a renowned charity dedicated to supporting individuals in leading independent and fulfilling lives. Through a range of services and initiatives, they help people live with dignity and confidence.

The Challenge

When the marketing team from the Avalon Group reached out to me, they were already familiar with my work and believed we would be a great match for collaboration. Their current identity and logo didn’t reflect who they truly were. The colors were too harsh and sterile, the typography too angular and unwelcoming, and without any established guidelines, maintaining consistency across all nine of their registered offices was a challenge.

The Approach

As part of the Avalon Group’s rebranding efforts, the marketing and management teams aimed to involve their customers throughout the entire process, ultimately allowing them to make the final decision on the logo and identity.

Surveys were sent to all customers, and their feedback was carefully reviewed. Based on this, several identity concepts and color palettes were developed to gauge customer reactions and guide the project’s direction. One key request that stood out across the board was to retain the butterfly element in the logo, but with a more modern, minimalist, and approachable design.

Three distinct concepts were created, and one emerged as the clear winner for the new logo and visual identity. While it can be challenging to incorporate input from so many people, this project went exceptionally smoothly and was a pleasure to work on.

The original brand colors were quite bold/intense, but since both the client and their customers wanted to retain the reds and black, I softened them and created a more approachable palette.

The Result

The final outcome was a resounding success, receiving excellent feedback from Avalon Group customers. They now have a more modern, approachable, and accessible identity that truly reflects who they are. Furthermore, with the creation of comprehensive identity guidelines, all employees will present a consistent look and message moving forward.

We worked with Richard at rebus to accurately depict who Avalon is and where we wanted to be in the future. Richard pulled together input and feedback from various stakeholders and presented us with options that each captured core elements of our vision, mission and values. Our customers made the final decision, and we are so happy with the brand. It goes beyond just the logo itself, with Richard providing us with an accessible brand usage document to support the rollout of the brand across our 9 registered offices.

Richard was great to work with; communication was excellent, and we always felt we had complete control over where the branding was going.

James Plummer, Head of Business Development and Communications Avalon Group