Brand—Space

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AVB Brand
AVB Brand is a brand consultancy in Belfast,
with a focus on brand strategy and development.
Creating brands that ‘tell a story, communicate
clear value and promote customer engagement.’
They are behind the brand for the MAC, which
was referenced in section three, speaking with
brand directors Chris Killeen and John McDermott
we can look at the process behind the project
of branding this unconventional space.
Firstly they believe in the importance of
involving the client heavily at the start of a
project, it’s important to identify all applications
and issues and work with them to understand
better, the client and the space, says Chris.
They conduct site visits and interviews at
this early stage. They also say it’s better to be on
a project from the start, to have more of a chance
to influence the space, instead of arriving late in
the process and having very little say.
‘Working with interior designers and architects
allows you to work out what that space is for and
how it’s going to be used… Brand values should be
lived out in the space itself,’ says John, ‘it’s about
style and tone rather than just badging a space.’
And choosing the right style and feel, within the
budget – as well as knowing the audience.
When working on the MAC they worked
closely with the architect, Hall McKnight. And it
was about, ‘staying true to the brand’ says Chris.
They developed a flexible identity that worked
intimately with the environment, going off the
idea of a ‘leading edge’ this statement had to
ring true in all the elements. It was brought to
life through the materials, finishes and layout.
The logo sits outside of the building but then
that’s it, people don’t need to be told explicitly
where they are, the use of materials and all these
other elements is what brands the space inside.
The logo doesn’t need to be applied everywhere
inside, John thinks it’s a ‘less is more’ approach.
And bringing the outside in – as referenced in
the Hunter store designs – continuing the brand
narrative and storytelling.
‘ Brand values should be
lived out in the space itself. ’