Audio Visual Arts (AVA) are a community interest company delivering immersive, multimodal experiences and creative projects to a wide range of consumers. They work to inspire individuals and groups dealing with marginalisation and disenfranchisement through audio, visual and multimedia experiences.
AVA approached Studio Seventeen to conceptualise and develop a brand identify for their new company. They required a strong identity that would encapsulate their visual, value-led ethos, and a detailed style guide to help them promote their experiences moving forward.
An Immersive Brand
Throughout the AVA branding, we wanted to demonstrate the feeling of creative movement, power and technology. The logo took inspiration from spotlights and optical rays to encompass the multimedia visual experiences. With the spotlight on ‘AVA’, the logo represents an eye looking into the brand, keeping the concept simple yet impactful throughout.
After undertaking a series of workshops with AVA, Studio Seventeen worked to create an identity that fitted with the values and audience that we identified. Consumers are innovate, rebellious and inclusive – vanguards of new developments and ideas.
With this in mind, we created a series of vibrant and bold graphic assets to help demonstrate the core visual identity of AVA. Using a contrast of a core colour palette with striking light ray shapes, we kept the designs sharp, eye-catching and powerful.
Harnessing the idea of ‘dreaming big’, we created some unique visuals to demonstrate the brand toolkit in action. Using strong imagery and contrasting colours, alongside the signature sharp lines of the brand, we were able to highlight the different ways the branding could be applied.
The typography was important to reflect the values and audience that AVA wanted to target. A smart, serif font for headings is paired with a sleek, sans-serif font to unite a classic yet modern feel. It was important that typography was accessible and easy to read, to tie the different branding elements of AVA together whilst still keeping an elegant, technological feel.
The AVA colour palette needed to be strong, impactful and reflective of the experiences the business will produce. Utilising a darker theme of rich blacks and purples, this contrasts with neon accents reminiscent of stage lighting. Colour pairings were identified that would pass WCAG accessibility contrast standards, which will follow through across all brand touchpoints.