Redefining A Brand to Suit A Fast-Moving World

As a leading mobility technology company, AVL excels in automotive development, simulation, and testing. While renowned for its services to OEMs, AVL faced a branding challenge. The company’s name, associated with combustion engines, hindered its appeal to the emerging generation of electric vehicle manufacturers. AVL partnered with April Six to revitalize the brand and align their future brand story with the evolving automotive landscape.

Every great brand is fueled by a powerful purpose. This “why” is a driving force that motivates its existence. For AVL, that purpose resided in the passionate vision of Professor List, the athletic octogenarian still leading the company today. Inspired by his unwavering commitment to revolutionize the automotive industry and promote sustainability, April Six embraced Professor List’s vision as the heart of the brand. With his mindset permeating every aspect of AVL, their services emerged as a testament to his visionary approach in addressing the world’s mobility challenges.

AVL’s purpose is all about understanding motion. That makes them more than a mobility company—and gets at the very heart of what they do, how they work, and the future of mobility. It was from this perspective that the concept of Reimagining Motion was born.

Together, AVL and April Six created a powerful brand narrative that solidified AVL’s leadership in the industry. Through a strategic combination of messaging, design, and storytelling, the concept came to life. The result was a powerful and compelling brand narrative that conveyed AVL’s core purpose and their ability to interpret and shape the future of mobility. Together, we reimagined AVL as an agile brand suited to the fast-moving world of the new mobility sector.

Reimagining Motion demonstrates how AVL are driven by a passion to examine the science, the mechanics, and the philosophy of movement, and we helped communicate this message across a diverse set of deliverables—spanning static assets and, of course, motion-driven videography.