Global Research (11 languages)
Internal Brand Training
With almost three decades of prominence in Germany and extension into other European markets, Avira, a leading security software company, decided to go global. In the competitive security software marketplace this required brand differentiation, a clear visual strategy, fresh thinking and solid execution.
Despite strong domestic revenue growth, proven technology and products, and a 100M-plus user-base around the world, Avira had struggled to translate these assets into a brand that carried significant global meaning. The organization had grown 300% in revenue and employee base over the previous 3 years. Its ambitious leadership wanted to capitalize on this opportunity.
We created a differentiated brand strategy, developed cohesion in its leadership team, connected the dispersed organization across more than a dozen countries, and updated its entire collateral system and approach to marketing.
The resulting design direction centered on both a technical and an emotional claim. ‘Internet Freedom for All’ became the core message unifying a people-centered approach to the new Avira brand.