There were two truths that stood out upon initial investigation into what was so special about AVRA performance fibers: 1) They are created through innovative manufacturing techniques that manipulate microfibers in a way that’s never been done before and 2) the resulting fabric knits are so ridiculously comfortable, they feel like nothing you’ve ever felt before.

Our creative idea was to reinforce these truths by introducing this brand in a never before seen way. This meant defining a premium corporate identity that spoke to both the innovation and performance that is literally knit into the brand. And it meant bringing this identity to life via visuals of everyday athletes pushing themselves to unprecedented heights, doing so with unthinkable comfort.

A red-on-black palette confidently represents the brand’s elevated technology and premium performance, with red paying homage to AVRA’s parent brand, Eastman. Bold, thick lines help the mark clearly stand out on retail-branded apparel. The "Triangle A’s” that bookend the mark nod to mountain ranges, signifying the peaks we all aspire to climb in a constant push toward higher performance. The bold “A” can be isolated to work on it’s own as a strong, identifiable mark—particularly useful for sub-brands of retail products.

Epic and breathtaking landscapes were shot with athletes featured smaller in frame to heighten the feeling of discovery and wonder. The athletes are shown as comfortably "in their element” to reinforce the feel of the fabric.

AVRA made a solid impression with its audience, generating 300% of the target number of meetings, over 150% of the target number of requests for prototypes, and as an unexpected vote of confidence, closed a high-profile sale within a week of the event.