Avid Technology Brand Storytelling Case Study

Avid, a company known for professional media creation tools used in film, television, music, and broadcasting, was undergoing significant change. The organization needed a clearer, more unified story that could align teams, communicate strategy, and strengthen the brand.

New Kind partnered with Avid to help define and articulate that story.

The Challenge

Avid had a complex portfolio, multiple audiences, and a rapidly evolving business environment.

The challenge was not simply creating marketing messages.

The challenge was creating organizational alignment around:

• Who Avid was becoming
• What differentiated the company
• How employees should communicate that story
• How the brand could remain consistent while serving different audiences

The case study repeatedly emphasizes the importance of shared narrative and internal alignment.

The Approach

Creative Summit

One of the central components of the engagement was an intensive multi-day Creative Summit.

The Avid Creative Team traveled to New Kind's Raleigh office to work collaboratively on strategy, storytelling, and brand direction.

The summit was designed to:

• Bring key stakeholders together
• Establish common language
• Explore future opportunities
• Build alignment around strategic goals
• Develop a stronger narrative framework

Brand Story Development

The engagement focused on helping Avid identify:

• Core themes
• Organizational strengths
• Shared values
• Customer motivations
• Market opportunities

These insights became the foundation for a unified brand story.

Collaborative Process

A major theme throughout the case study is collaboration.

Rather than presenting a finished story to the client, New Kind facilitated workshops and exercises that enabled Avid's team to participate directly in the development process.

This helped increase:

• Buy-in
• Adoption
• Internal alignment
• Long-term sustainability

Key Themes

The case study repeatedly returns to several ideas:

Unity

Creating shared understanding across teams.

Storytelling

Using narrative to connect strategy and communication.

Alignment

Ensuring leadership, marketing, and creative teams were working toward the same goals.

Participation

Building the story with people rather than for people.

Outcomes

The page positions the work as helping Avid:

• Clarify its strategic direction
• Create stronger organizational alignment
• Establish a more unified narrative
• Build a foundation for future communication efforts