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FEATURE Avery Creative


When life gives you lemons, set up a lemonade stand!


T ere is no doubt that the coronavirus pandemic has hit businesses in diff erent ways this year. Some companies closed their doors for months on end and others


Trudie Avery Owner


have had to pivot to off er diff erent products and services to survive. At the other end of the spectrum, some businesses are fl ourishing as their products and services are in demand like never before. Avery Creative, a branding and graphic design company based in


Kettering, has seen a massive increase in business, and reported its best month to date in June when it tripled its average monthly income. Owner Trudie Avery, also known as the #LogoLady, has been


amazed by the amount of people who have decided to use this pandemic period to invest time and money into developing their brands and start new businesses. “Despite the obvious awfulness going on in the world right now,


there are some marvellous things happening, too,” said Trudie. “I like to think of it as the great British spirit coming alive in a time of crisis. We are all fi ghting this fi ght together and some people have seen COVID as a chance to be bold and brave, seizing new opportunities and turning


12 ALL THINGS BUSINESS


passion projects into new businesses. “Instead of the old Keep Calm And Carry On


mantra, people are saying Let’s Do Better and We’re Going to Come Out Of T is Even Stronger.” And Trudie’s observations are backed up by real


data. According to fi gures released by Companies House via Enterprise Nation, as Britain went into lockdown in March, new fi rms being established fell by 19% year on year. In April, the fi gure fell by 29% but then in May they fell by just 3%, and in June there were 77,574 new formations compared to 52,779 in June 2019 – a 47% growth. Some of the biggest increases came among


companies in the so-called ‘COVID economy’. For example, a 400% rise in disinfecting services, 317% increase in the retail of medical goods and an 85% hike for businesses off ering specialised cleaning services. T ere was also an 110% increase in new internet retail businesses. Over the last few months, Trudie has worked


with a variety of businesses to develop their branding. T ese range from business coaches to massage therapists and catering companies to those in the fi nancial sector and recruitment. She has even worked with a paddle board company that couldn’t get out on the water but got themselves branded up, ready to go and saw their books fi ll up with pre-bookings as a result. “T ose that know me know that I am hugely


passionate about branding,” said Trudie. “While I am known as the #LogoLady, there is so much more to branding than just a logo. It is about the


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