The thesis is a document in building the brand image for the authors’ own start-up Avec Orima. It is motivated by the need to take the company from the planning stage to the next very first step of implementing the business – designing the company’s brand identity.
The thesis focused on the process of designing the brand identity. The process began with analysing the company and Finnish target market to have the insights on what the company stands for and wants to achieve. The study then continued to examine the competition in Finnish market and identify the points of differences, in order to establish the brand positioning. Upon understanding the Avec Orima brand and what it stands for, the thesis study integrated the brand identity strategy with design skills to create the basic elements of Avec Orima’s visual brand identity – logotype, typography, colours, look and feel, and imagery.
Using a sample of 57 people, the authors collected data from a survey. Also, data from market research was presented. As predicted, the results justify the authors’ points on the existing behaviours, trends and rising demands in Finnish market. The authors conclude that, despite a limitation in existing customer behaviours at the moment, there are rising awareness and demand for such a service provider like Avec Orima. This conclusion is the foundation for all further studies, which are based on theoretical data, in defining the company, then brand positioning and brand identity design
