The rebrand features a revamped logo and singular visual identity, a new vision and mission statement, and is tied together by six new brand values, which commit Advantage to operating as a people-first outfit, with excellence, commercial success and "having fun" at the centre of its mission.
Advantage said the investment was "sizeable" and would be delivered in phases. The new website, meanwhile, will in time allow consumers to carry out more nuanced searches for members, with Advantage targeting a three-fold increase in searches over the coming year.
