Aprais
Making the value of the business easier to see.
“The brand was not a separate line in the valuation.
It helped Aprais look and behave like a professional,
unified and transferable business and made the value
within it easier for an external party to see.”
Kim Walker, Founder, Aprais
Aprais had considerable expertise, a unique benchmarking database and an established international reputation. But its identity had dated and no longer reflected the value of the business behind it.
Before
After
More than another change of style.
Aprais had already been through several rebrands. This time, it needed more than a new look.
We created a clear proposition around the commercial value of stronger business relationships:
The new identity was applied consistently across reports, dashboards, presentations, content and communications, turning every encounter with Aprais into part of the same coherent brand.
Stronger outside and inside.
The rebrand gave Aprais a more professional, considered and credible presence. It helped the company explain its expertise, approach major brands with greater confidence and defend its value in an increasingly price-competitive market.
Internally, the effect was equally important. By involving the management team in the process, the rebrand created greater pride, discipline and ownership of the business beyond its founder.
A more transferable business.
Seven years later, Kim sold Aprais.
The brand was not valued separately in the transaction. Its contribution was visible in the business as a whole: Aprais appeared professional, unified and strategically directed. Its people, expertise and capabilities were easier for an external party to understand.
The rebrand made the value inside Aprais easier to see.
The Gang’s role: Brand strategy, proposition, identity and creative development.
