What’s behind Advantia’s rebrand and new website?

Advantia has launched a dynamic new website and updated its brand in line with its new positioning strategy and promise.
The rebrand is a visible indicator of the innovative changes taking place at Advantia that will benefit all stakeholders.
Advantia is an organisation that has never feared change and has continually sought partnerships and delivered initiatives that have been ground-breaking. The appointment of a new Chief Executive could be said to bring a new lease of energy to an organisation. This is certainly the case at Advantia which recently appointed Steve Harrop as its new Chief Executive.
“There are changes we are going to be introducing to our strategic model over the next 12 to 18 months.” Says Steve Harrop. “These changes will affect all of our stakeholders; members, suppliers and the internal team. This clear but subtle rebranding is a visible signal that change has already begun and establishes our goals to be defining, dynamic and diverse.”
The new colour combination reflects diversity and a change in strap line recognises the direction Advantia is going in. The rebranding supports Advantia’s long-standing values which are to be bold, innovative and different from their peers. With the many changes happening in our market a defining element of Advantia strategy going forward will be a focus on growth and the development of individuals and companies.
“As technology and the digitisation of society continues to make quantum leaps into everyday life, many stakeholders will need to reinvent themselves,” continues Steve Harrop. “Our new website is just one of the digital tools that we have to engage with existing and prospective members and our Merlin Marketplace e-commerce platform is another that will be vital to our suppliers and members. Looking to the future we are building more dynamic and integrated digital offerings to ensure that growth for our members and suppliers is achievable.”