Salterbaxter reinvents for Gavoa start-up

London consultancy Salterbaxter has created a brand identity, strategy, strapline and website for new software company Gavoa. The design group was appointed following an initial eight-way credentials pitch against rivals including Saatchi and Saatchi Design and KSDP.

According to Salterbaxter director Nigel Salter, Gavoa aims to question the way digital content works, which is reflected in its strapline “reinventing content” and the question mark after the company name. The identity was developed by the consultancy, together with Gavoa’s employees, after a company brainstorm.

Salter says he was initially reluctant to get heavily involved with technology start-ups because of concern about the work not coming to fruition. He says he made the exception for Gavoa because of its “ground-breaking” technology.