AVENIR
A Scalable Brand System for the Future of Corporate Travel
Bringing a New Corporate Travel Solution to Market.
A world-class corporate travel solution required a cohesive brand system to support market introduction and cross-organizational adoption.
A System Built for Scale.
The brand needed to function consistently across product, marketing, and internal initiatives, emphasizing a practical system over a collection of aesthetic assets. The name Avenir reflects multiple layers of meaning. It means "future" in French, aligning with the Montréal, Québec presence of Direct Travel and signaling the product’s forward-looking capabilities through its AI partnership with Spotnana. In Spanish, the components "venir" and "ir" reference travel, evoking international reach, movement, and cultural resonance.
One Brand System for Global Corporate Travel.
A brand system was developed to operate across products, markets, and teams, supporting the launch of Avenir as a unified solution for managing business travel across fragmented tools and regions. Deliverables included product naming, a core brand identity, a motion-forward logo system, product anthem films, and a practical visual framework that could be implemented by internal teams.
