Avenue: Learnings from branding a workplace for all

The brief

Avenue’s old model: Avenue Fair Trade, where people with significant disability create products that others can purchase.

The problem: designing for ‘accessibility’ defaults to ‘exclusive’

We wanted to evolve from behaving like a community center.

“In the disability sector, everything is so CRAP. It’s soulless, there’s’ not a dollar put into those spaces. People get dumped into these horrible spaces and that reflects how people are perceived. We want people to take pride in their work and themselves.” — Laura O’Reilly

The strategy

Avenue models the art of inclusion, in everything they do and say.

Our research question: What is a workplace for all?

Sargood On Collaroy, a world-first and world-class resort designed for people with spinal cord injuries
Nubo Play, using considered design to help parents engage with their children in meaningful play.
WeWork (left) and Ace hotel (right) are functional and inviting multi-use spaces.
Accessibility doesn’t mean boring design.

The story

How we started to frame the Avenue story — for clients, investors, and the disability community.

The system

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