Avan­ti West Coast

Mak­ing feel-good trav­el dis­tinct­ly Avanti

  • Brand Strategy
  • Proposition
  • Visual identity
  • Verbal identity
  • Motion
  • Brand film
  • Brand guidelines
  • Brand launch

Avan­ti had set its sights on feel-good trav­el. That meant speed, com­fort and ease. But while the ambi­tion was clear, the brand didn’t quite cap­ture the feeling.

The foun­da­tions were sol­id, but the brand hadn’t quite found its voice. We helped bring out more warmth, char­ac­ter and connection. 

Guid­ed by that promise, we stripped back the noise, sharp­ened the essen­tials, and added a lit­tle spark, includ­ing a bold new type­face with warmth and motion. 

The result is a clear­er, more human brand, with emo­tion and dis­tinc­tion at its core.

DIS­TINC­TIVE BY DESIGN

Avan­ti need­ed per­son­al­i­ty, that could cut through fast, feel good instant­ly, and flex across a wide range of touch­points, from prac­ti­cal and infor­ma­tive to inspiring.

We cre­at­ed a brand led cus­tom type­face: bold, human, and full of motion. Designed to recog­nis­able at speed and cap­ture the spir­it of the brand, for­ward-mov­ing, upbeat, and unmis­tak­ably Avanti.


“Sud­den­ly the brand feels alive, clear­er, more expres­sive, and a joy to work with. It’s got per­son­al­i­ty now.”

Ellie Woolmore, Head of brand

A TYPE­FACE THAT GLIDES

We cap­tured the for­ward motion of an Avan­ti jour­ney by build­ing the Pendolino’s sig­na­ture lean and the logo’s shape into the let­ter­forms — a nod to move­ment, momen­tum, and the mean­ing of Avan­ti: ​“for­ward.”

Inspired by clas­sic British trans­port let­ter­ing from Lon­don to Glas­gow, the type­face blends her­itage with clar­i­ty to feel both famil­iar and joy­ful­ly expres­sive. A true reflec­tion of feel-good trav­el, in motion.

More than just dis­tinc­tive, it’s unlocked real effi­cien­cy for the in-house team. It makes every­day design faster, eas­i­er and sharper.

“The brand is now sharp­er, more expres­sive, and makes pro­duc­ing impact­ful work faster with­out start­ing from scratch every time.”

Rikki Guy, Creative design lead

SIM­PLI­FIED, SWITCHED-ON PALETTE

The orig­i­nal palette was dense and over­com­pli­cat­ed. We sim­pli­fied and switched it on, refin­ing eight brand colours down to a pur­pose­ful three-colour sys­tem, designed for stand­out in both dig­i­tal and real-world environments.

We intro­duced Feel-Good Green, a fresh sig­na­ture shade that bought ener­gy to every touch­point, and cap­tures the brand opti­mism. The palette flex­es with con­fi­dence, from calm and infor­ma­tive to bold and inspiring.

ACTI­VAT­ING THE LOGO

The brand logo had pre­vi­ous­ly been sta­t­ic, small, and for­get­table – a badge, not a bea­con. We gave it a role in the brand expe­ri­ence, scal­ing it with con­fi­dence, allow­ing it to move and breathe, and mak­ing it feel like part of the sys­tem, not just a stamp. Now, it lives with the brand in a more expres­sive, more inten­tion­al, and far more mem­o­rable way.

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