Beyond web design and development
A perception changing digital platform
Transforming Avaton: From technical prowess to market leader in the luxury market through strategic rebranding and innovative service design, enhancing visibility and customer engagement.
Established in 1976, Belmond has been a pioneering force in luxury travel for over 40 years, building a diverse portfolio of 60+ hotels, river cruises, train journeys and safaris for discerning global travellers.
With ambitious goals to double EBITDA through an aggressive acquisition strategy, the business needed to ensure digital operations were robust. As well as a consistent visual style, a thoughtful user experience was needed, to cater to multiple stakeholder needs and cover a number of different booking systems.
Most importantly, it was imperative to define what success meant – a particularly interesting measure was the need to convert customers in new parts of the product portfolio, cross-pollinating equity from the more famous brands the business had bought, (think: Copacabana Palace, Cipriani and Orient Express).
Avaton grappled with articulating their technological and engineering superiority in a market with limited awareness of minimal window systems. The technical complexity of their communication alienated potential customers and key stakeholders, such as architects.
The absence of a distinct brand value and customer experience, coupled with a lack of differentiation in a high-end market, posed significant barriers to growth. Avaton needed to transcend these challenges to not only showcase their innovation but also to captivate and expand their customer base.
To address these challenges, we embarked on a comprehensive repositioning strategy for Avaton. This included crafting a compelling brand story, elevated human centric communication language, to resonate with a broader but high-end audience, and redesigning services to meet the unique needs of target groups.
We introduced new product ranges and advanced the aesthetic design of both products and the website. We employed high end technologies and top of the edge animation design, to fully reflect and embody the new luxury market positioning, Our “Beyond” guarantee service was implemented to ensure unparalleled after-sales support, reinforcing Avaton’s commitment to excellence and innovation in every customer interaction.
The strategic overhaul catalyzed a remarkable transformation for Avaton. By redefining their brand and enhancing user experience, we unlocked new business development opportunities and penetrated new markets, including a significant move into the USA.
Strengthened partnerships and a reinvigorated approach to service design elevated Avaton’s market position, making their windows not just products but symbols of beauty and innovation. This shift not only enhanced Avaton’s brand value but also established them as the leading luxury brand in frameless window systems.