Avanade - Leading the Wave Brand Establishment Campaign
In June 2022, my agency was invited to respond to an RFP that involved bringing an elevated, more prominent identity to the Avanade brand in an upcoming FY23 global campaign. Avanade is the leading provider of digital, cloud and advisory services focused on the Microsoft platform, and the company is looking to gain more awareness in the industry for their large global impact.
Because we were pitching initial sample concepts*, we were responsible for conveying a feel and aesthetic along with an updated messaging convention that would be applicable to Avanade’s large range of solution areas. To achieve this, my copywriter and I created a series of 16:9 sample ads, motion Instagram stories,
a landing page, OOH mockups, and suggested photography convention.
*The below assets were created using sample photography that represented the style we would want to capture originally for Avanade if the concept was chosen.
Photography Art Direction
Due to our pitch being for a proposal only, we wanted to be able to share our vision for the lengths that this convention could reach by including examples that we would capture footage/photography in if this concept was chosen. With the big idea positioning Avanade as a guiding leader - in tech, in consulting, in sustainability practices and more, I felt that the use of waves of light reinforced this idea in a captivating way. Therefore, I put together a moodboard of ‘light painting’ images to showcase our desired style.
The convention of light painting, using a long exposure to capture streams of light, felt like an original way to show the impact that Avanade has on its people and industries, as the light creates beautiful and unique illuminations upon the respective location and subject. We also thought that the Avanade wave icon in their logo could be shot in this style in locations around the world to capture their global presence in a unified way.
*This campaign and all associated assets were created for proposal purposes only. The above work was presented to several Avanade leaders
and well received for pushing the envelope, but was ultimately not the chosen route.
Project Details
Summary of Work: Brand Identity, Graphic Design, Animation
and Motion, OOH Examples, Photography Direction,
Social Media Content, RFP Pitch