Project Information

Avalon Advisory is a sales consultancy working with companies that are at a critical growth inflection point. The founder Claudia came to me while figuring out how to best present her brand and service with the goal of increasing conversion of prospects into clients.

Incorporating both brand and service aspects, I began by going through an in depth discovery session with Claudia to best understand her vision for her brand, followed by a competitive analysis and mapping her client’s challenges. It became clear that because her clients are at a critical growth stage, they can be risk-averse about external advisors and need to perceive professionalism, credibility and trustworthiness from Avalon before engaging in their services. 

To achieve this I designed a visual system that incorporated elements that would strike a balance between classic, grounded professionalism and fresh, modern efficiency. 

This balance is reflected in the typography pairing of Zen Antique with Work Sans, where the serif font is used in the logo and titles and the sans serif for optimal legibility in conveying content, as well as in the color palette where rich, grounded neutrals are paired with a bold yet approachable green accent. The photography shows subjects in work / office environments with warm lighting and tones that complement the brand color palette. 

The assets I designed for Avalon are meant to support their daily operations and included proposal templates, brochures and business cards. At this stage the brand didn’t need a bespoke website, so I selected a pre-made website template and adapted the brand guidelines to it to ensure it looked custom. The copy did a lot of the heavy lifting on the website, as it was important to convey what Avalon’s service was as clearly as possible on the homepage and then ensure the UX supported quick and easy contactability.

The results of this project provided the foundation for Avalon Advisory to be perceived as a credible and trustworthy consultancy in the tech space and to continue building their client base and daily operations.