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Avention. Naming.


Your Avenue to Invention

Several years back, OneSource, a business information services company, began revamping its entire product offering and brand to chart a new course for the future. Part of that task was to rename the company with a more distinct, ownable brand name (there are dozens of companies named OneSource inside and outside of technology) and a name that better reflected the value the company actually offers.

Through an extensive, collaborative process, we developed a variety of options for the client to consider. The final choice was “Avention,” which was lightly coined to position the company as an “avenue to invention.” As a name and concept, Avention steers the business away from being a simple source for information, and toward the idea that Avention tools, information and insights serve as a runway for business innovation.

Client: OneSource
Partner: Gyro

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