Truly Deeply's new Brand Definition and Identity Design for Avia

Avia is the new leading brand for Australia’s avi­a­tors.
Bring­ing to life a rev­o­lu­tion­ary start up busi­ness and a pas­sion to become the new bench­mark for the avi­a­tion industry.



Truly Deeply was com­mis­sion to define and develop the brand and bring to life the busi­ness ambi­tion of its founders.

Specif­i­cally tar­geted to entre­pre­neur­ial busi­ness own­ers with geo­graph­i­cally dis­persed oper­a­tions, Truly Deeply realised that they have a pow­er­ful and com­mon mind-set of ‘make it hap­pen’ and thirst to achieve more that needed to be cap­tured in the brand.

“The brand posi­tion­ing of ‘enrich­ing avi­a­tion’ pro­vides an ambi­tious mantra for the com­pany to forge new ground, reshape the indus­try and truly con­nect with their audi­ence. Avia will cham­pion the ben­e­fits of avi­a­tion to pro­vide faster and more effi­cient travel, and ulti­mately enable its audi­ence to get more out of life”, says Michael Hughes, Direc­tor of Brand Strat­egy at Truly Deeply.

Truly Deeply’s nam­ing process explored a num­ber of pos­si­ble options for the brand before set­tling on ‘Avia’. Derived from Avi­a­tion, Avi­a­tor and Latin Avis (bird), ‘Avia’ is a short and mem­o­rable name that com­mands lead­er­ship. The name re-enforces the brand posi­tion­ing and pro­vides a pow­er­ful con­nec­tion to the indus­try as well as the peo­ple the brand targets.

The brand’s visual iden­tity was inspired by the sense of exclu­siv­ity and travel free­dom that it enables its audi­ence to enjoy. The cre­ative was designed to appeal to the pro­fes­sional entre­pre­neur and reflect their expec­ta­tions and spirit. The abstract avi­a­tion metal­lic imagery encap­su­lated a roman­ti­cised sense of the con­trail and a feel­ing of a pre­mium, effort­less and plea­sur­able expe­ri­ences. Deep black, sil­ver and white colours, clear indul­gent space rein­forced the brand posi­tion­ing and brand essence, ‘Enrich­ing Aviation’.

“The design cues come from pre­mium brand marks as well as avi­a­tion imagery. The brand mark rep­re­sents a sense of tak­ing flight that dynam­i­cally evolves into a visual lan­guage with tex­tures and con­tours that show­case a birds eye view of the land as well as the free­dom of fly­ing your­self”, says Derek Car­roll, Cre­ative Direc­tor, Truly Deeply.

Avia cur­rently pro­vides tai­lored air­craft sales and will even­tu­ally pro­vide a range of pre­mium ser­vices designed for avi­a­tors includ­ing rentals, char­ter, main­te­nance, train­ing and aero­nau­ti­cal support.


Brand strat­egy, nam­ing, brand iden­tity, mar­ket­ing com­mu­ni­ca­tions, web­site & employee uniforms

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