As part of an internal brand rollout campaign, Avenue created this Storybook as a touchstone the help associates understand why the brand was changing, how it was changing and how they can help bring that change to life.
The Storybook had to pull double duty; it was part instruction manual and part inspirational manifesto. It had to communicate the changes, layout associate expectations, reinforce the brand’s values, and explain to associates how to use the new brand. However, it also had to inspire associates.
We accomplished this by including inspirational spreads interspersed with informational material. We wrote the Storybook in the new voice, and we told the brand narrative, Information for Good, in a story-like way that brought it to life for readers.