CELEBRATING THE RICHNESS OF GENEVA
Nestled in the heart of Geneva since 2018, Genève Avenue is a platform that promotes local business. They develop creative tech solutions to create a digital meeting space for Geneva based people that want to make their local area thrive. The club gathers big and small businesses together with their clients around a common goal: consume locally. The company is committed to celebrate the richness of their city.
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.
SYSTEMATIC AND ENGAGING VISUAL IDENTITY
Genève Avenue needed a systematic and engaging visual identity brought to life across digital and physical touch points. The main objective being to maximise visibility and dial up desirability, both for local businesses and the end clients, the consumers.
The resulting visual identity is positive and welcoming with a systematic colour coded approach to signpost different initiatives and benefits for the audience. Using bold fun language, icons, and imagery that all pay back to each other.