Avenu, a start up, was positioning themselves as an education service provider creating global access to a high-quality, affordable U.S. education.
Inspired by Avenu’s mission, Reit was excited to lead the the marketing team and help establish the brands foundational elements and flagship materials.
Kicking things off, we began with exploring naming options sensitive to the implications involved with languages from around the world. Additionally, we developed taglines, messaging, established the tone of voice as well as itemized the company’s key benefits and supporting features. Guidelines were established and the logo and brand assets were rolled out across all platforms inclusive of presentations, digital, print, and internal documents.
Choosing the name
Amongst the hundreds of names we developed, we chose the name Avenu. An avenue is an entrance; a passage by which a place may be reached; a means by which something may be accomplished. All these meanings described the brand’s purpose and mission. We altered the word to end in a “U,” representing you the individual and/or the university. Education is the “avenue” for students to achieve a better life. Several design options were deeply explored to match the name with the style that would bolster the meaning.
