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 a clear ambi­tion but the brand wasn’t deliv­er­ing it.

​“Feel-good trav­el” was the goal: speed, com­fort, and ease. But the brand wasn’t cut­ting through or express­ing that expe­ri­ence clear­ly. It lacked dis­tinc­tive­ness, per­son­al­i­ty, and con­sis­ten­cy across touchpoints.

We were brought in to make the brand clear­er, more dis­tinc­tive, and eas­i­er to use. Not by rein­vent­ing, but by unlock­ing what was already there. 

The shift: from func­tion­al to feel-good

We stripped back the noise, sharp­ened the essen­tials, and built a sys­tem that made the brand feel more human, expres­sive, and immediate.

DIS­TINC­TIVE BY DESIGN

Avan­ti need­ed a brand that could cut through quick­ly and flex across every­thing from ser­vice infor­ma­tion to cam­paign moments.

We built a sys­tem designed for speed, clar­i­ty, and recognition.

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

Ellie Woolmore, Head of brand, Avanti West Coast

A TYPE­FACE BUILT FOR MOVE­MENT AND USE

We cre­at­ed a cus­tom type­face that cap­tures the for­ward motion of the Avan­ti journey.

Dis­tinc­tive enough to stand out.
Prac­ti­cal enough to use every day.

Inspired by British trans­port let­ter­ing, it bal­ances her­itage with clar­i­ty – expres­sive with­out los­ing legibility.

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

Rikki Guy, Creative design lead, Avanti West Coast

SIM­PLI­FIED, SWITCHED-ON PALETTE

We reduced a com­plex palette to a focused three-colour sys­tem – designed to stand out across dig­i­tal and phys­i­cal environments.

Feel-Good Green became the sig­na­ture – bring­ing ener­gy and recog­nis­abil­i­ty to the brand.
 

FROM BADGE TO ASSET

We trans­formed the logo from a sta­t­ic mark­er into an active part of the sys­tem – scal­ing, mov­ing, and work­ing hard­er across touchpoints.

  • Clearer, more distinctive brand across touchpoints

  • Faster, more efficient production for in-house teams

  • Greater consistency and confidence in execution

Back To Our Work