AVO is the undisputed leader in Australasia’s electrical test and measurement industry, with over 100 years of operational experience. AVO wanted to ensure their brand remained relevant and appealing to the next generation of electrical industry professionals, while honouring their history and upholding their reputation for service and quality.
More storytelling
AVO has a compelling story and strong internal values. We created a visually striking brand identity system and new tagline - Excellence Through Experience - to reflect and reinforce their status as the elder statesman of the industry.
AVO’s brand identity design continues their multigenerational story, bringing the brand up to date without indulging in change for change’s sake. We avoided trend-based design, providing a timeless brand and elegant wordmark that evolves the previous identity and futureproofs the brand for decades to come.
More strategy
Following the brand development, AVO introduced new efficiencies with a comprehensive sales and marketing strategy, and a website (currently in development) that will set new standards for their industry. We leveraged automation tools to give time back to the AVO sales team while boosting the brand’s New Zealand presence.
More functionality
AVO needed a website that was simple and intuitive to use, with incredible depth below the surface. Our strategic work uncovered two dramatically different key audiences, with distinct website journeys: residential electricians/apprentices, and experienced, highly technical electrical engineers. AVO’s extensive product range added another layer of complexity; the website hosts over 100 products, each with multiple technical applications and use cases across the two audiences. Their new website is streamlined and easy to use, with clear pathways and solutions for both customer groups.
More potential for growth
The search functionality on AVO’s competitors’ websites was heavily limited, and AVO’s audiences - some of whom search in everyday language, and some of whom use specialised technical terms - would struggle to find the product they needed. We integrated an application that uses text prompts for real-time filtering, which enables keyword-based search and takes the guesswork out of the browsing experience.
The end result is a filtering system that is equally appropriate for a technically-focused senior electrical engineer and an electrical apprentice, couched in a responsive website with user-focused design at its core.
