A GROWING BUSINESS WITHOUT AN IDENTITY
Genève Avenue has a very wide portfolio: of more than 170 shops and continually growing, this includes over 70,000 references, ranging from fashion to food, from flowers to sport, homeware and many more. The business need was to shift from a tech centric business to become a club of businesses and clients that celebrates what Geneva has to offer, both digitally and physically. There was a lack of assets and an identity system to achieve this goal.
CHANGING AUDIENCE PERCEPTION
The perception of Genève Avenue from its audience was that of an e-commerce focused tech marketplace or behind the scenes activists. They were seen as functional enablers, sales focused and business and IT savvy. Although there are lots of positives in terms of its reputation, to grow, the Genève Avenue business required a shift in audience perception and thus a new positioning was required to that of an outspoken localist – bringing the most creative ideas in business & tech. Genève Avenue needed to be the one and only Geneva based discovery facilitators.
