Avid is the media world’s workhorse. With programs that pioneered video editing and drive the audio industry, the brand is renowned by makers worldwide. However, a new crop of editing software and an ew generation of creators has changed the landscape, and Avid was losing their footing. I took on a robust strategic exercise to help usher the organization into a new era.
Many hours of stakeholder interviews, customer research and surveys, cultural and landscape analysis led to a clean strategy with clearly defined goals for the brand, new customer profiles, and an empowering new approach to marketing. The result was a refreshed brand ethos, and with it a new internal company mantra and external tagline: Powering Greater Creators.

The concept of ‘Powering Greater Creators’ then guided a full brand ID redesign, where in we evolved their logo to become more modern and introduced a new outline logo, new palette, typefaces, photography guidelines, and designed a signature graphic hallmark, the ‘sequence'.’ This approach allowed their product to speak to a new generation of makers with clean, simplified ease, while still celebrating the industry heavyweights who have been with their brand for decades.

In addition to the new positioning, campaign, robust style guide, messaging deck, ad templates, and photo guides, we worked to develop new package design for their physical products. Our approach leveraged the playfulness of their new brand identity and matched the high-end quality and craftsmanship of the product itself.