A Avenue, broker 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 Avenue's transition to a leading company in providing international investment advisory and a key player 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 thrive. By placing the investment in dollars at the center of the conversation, the company reinforces its purpose of "expanding the potential of the Brazilian investor by making their life yield more, in dollars
According to the CEO, Roberto Lee: "Global financial life has gained more relevance in recent years with the increasing opening of markets. We want to intensify this search of Brazilians, contributing to transforming your mindset regarding diversification and asset security. Our goal is not just to be a bridge for international investments, but being 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 we formed a partnership with Itaú, this rebranding reinforces these attributes
Through symbols that engage with the client's complete journey of international investments, the process involved visual changes, in typography, photographic style, logo and design of the platform. Along with the new look, the company revisited its verbal identity, that now features pillars that consolidate the characteristics of the platform: 'Provocateur' with the aim of awakening the urgency to change Brazilians' perspectives on investing in dollars. 'Relational', that aims to convey the necessary confidence to guide clients through this transformation, highlighting the relationship between investors and experts. Finally, 'Guide' that affirms the company's conviction and leadership in protecting and prospering the assets of its investors
This brand movement is reinforced by 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 must reflect what the company is and its promise to the market". In the case of Avenue, with all the developments that have occurred in recent years, it was necessary to evolve our communication to reflect who we really are today, explain Longo
The rebranding process was done by the agency iN, specialized in building and activating Cult Brands
