Avrios Powers on with New Brand Identity

Avrios, a Fleet Management Platform (operating across Europe), is launching its new brand identity today created by Design by Structure. 

Avrios is pioneering the future of fleet management software. Powered by AI tech, it integrates data, automates processes and provides its clients with real-time insights to improve their fleets – from fuel and mileage to leases, repairs and CO2 emissions. This allows clients to understand the true costs of their fleet, as well as the impact it has on social and environmental factors, therefore enabling changes such as companies’ environmental footprint and sustainability programmes. 

The brief was a full end to end project, the new brand work includes strategy and positioning, visual identity, website, illustration style, TOV and brand guidelines. 

The design process involved an in-depth analysis of the business. Insights from both the brand's customer service teams and customers informed the strategy, bringing two vision statements to light, ‘the true cost of ownership’ and ‘the power to act’. Both are activated through the website messaging. The SaaS is empowering its customers to make changes that ultimately make an impact on their bottom line. 

The art of illustration
A key project objective was to introduce fleet management services to a wider audience, not just direct customers but the people who use their vehicles. To support this goal, the agency introduced illustration (characters and icons) as an integral part of the creative story, using smiling faces on human characters to express the brands approachable and friendly values. 

George the eagle, the brand's illustrated mascot, has had a complete redesign to dial up his approachable, fun and friendly characteristics. He will appear across external communications as a friendly helpful guide. 

All of the illustrative work is supported by a new icons portfolio. The icons have multiple applications across all comms touchpoints, they help to support messaging and key information points. 

Speaking about the work, Richard Brooks, CMO, Avrios said: “Design by Structure has been a great partner in this project, the creative output has been really excellent, and they really took time to understand our business. We are super happy with our new vision pillars and look forward to driving forward with these over the coming months and years.”