Illeconcept

Reimagining a futsal institution.

Some brands are built around products.
Others are built around communities.

Since 2013, Futsal Week has grown into one of the most recognised international futsal platforms, connecting players, coaches, clubs and national teams from around the world.

As the organisation continued to grow, the challenge became clear:
How do you evolve a brand without losing the recognition it has built over more than a decade?

Our answer was not to replace its legacy, but to strengthen it through a strategic rebrand designed for the next generation of international futsal.

A strong identity is not defined by a logo alone. Its value emerges through consistent application across every interaction with the brand.

Following the strategic and visual development phases, the Avenis identity was translated into a complete ecosystem of physical and digital touchpoints. From vehicle graphics and outdoor advertising to branch locations, digital platforms, and mobile experiences, every element was designed to function as part of a unified system.

The goal was to create a recognizable and memorable presence capable of delivering a seamless experience throughout the entire customer journey.

By combining clarity, consistency, and flexibility, the identity was developed to support both present needs and future expansion into new markets.

The result is a brand that communicates reliability, exploration, and contemporary mobility wherever it appears.

CreativeDirection

Some brands begin with a logo. Others begin with a vision.

Avenis was created as a new car rental company with ambitions that extend far beyond a single market. The objective was to develop a brand capable of competing locally while remaining relevant and scalable for future international growth.

Our work began with strategy. Before defining how the brand would look, we focused on understanding what it should represent, how it should be perceived, and what experience it should deliver to its customers.

As part of this process, we collaborated with our long term partner Maja Benčić (Dubai-based company Startaparat) on the strategic development of the brand. Together, we explored multiple positioning directions and developed the foundations of the brand through naming and verbal identity work, resulting in the name Avenis and the tagline “Your Partner on the Road.”

Inspired by movement, discovery, freedom, and the journeys that connect people with new destinations, Avenis was designed to communicate a modern and customer-focused approach to mobility.

Building on these foundations, we created a complete visual identity system designed to communicate confidence, simplicity, and trust across every customer touchpoint.

This is the first part of the project presentation.

The biggest value of events like Berlin Design Week isn’t what you see. It’s what you take home.

Over the past few days, we explored exhibitions, attended talks, met creatives from different disciplines, and discovered projects that challenge conventional ways of thinking.

The common thread behind many of the ideas presented was clear: design has the power to improve how people experience spaces, brands, products, and communities.

These experiences continue to shape how we approach our own work with curiosity, attention to detail, and a constant drive to create experiences that leave an impact.

Thank you, Berlin, for the inspiration.