Just before launch—with advertising approved, media purchased, and everyone awaiting the new logo—Avaya fired its branding agency. We came and offered a fresh start. Today, Avaya is improving lives by facilitating human communication with next-generation technology. The identity reflects the company's forward thinking and technical innovation.

[ Click movie to play | pause ]   How to distill a mountain of sophisticated tech innovation into a global TV campaign that speaks to shareholders, b2b, and consumers alike? Our animated "everyman" approach shows a community of beings seeking to utter the same archetypal sound. A deft metaphor for cross-platform communications that knows no boundaries.

Avaya's goal: evolve the way the world communicates. This led to a concept of friendly illustrations representing no specific ethnic or cultural origin. A metaphor for human commonality, purpose and connection.

Color lives everywhere and speaks every language (except typical telecom mumbo-jumbo). Concise messaging, universal stories and warmth help. Telecom is color blind and colorful at Avaya.

The 600-pound guerilla: on Monday, October 1, 2000, Avaya went public in a big way. Traders arrived at a NYSE wrapped in Avaya’s signature characters. This was one corporate takeover no one on Wall Street could miss.

It takes a lot of balls to hold the attention of a global audience. Soccer balls. Avaya is now recognized as a FIFA title sponsor by billions of sports fans worldwide, year after year.