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.
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:
Stronger relationships build stronger business.
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.
One recognisable system across the entire product range.
The identity was applied consistently across packaging, point of sale, distributor materials and advertising.
We created a new set of packaging to maximise the new brand's impact in store. This involved placing the product to one side to maximise the graphic area for the branding. And devising a system so consumers could quickly understand what the product was, it's memory size and how to use it.
Consistent marketing materials
As Strontium’s marketing budget was modest, it was paramount to ensure every piece of marketing material clearly came from them. We produced online, point of purchase and outdoor advertising.
The result: Sales went from hundreds to tens of thousands / No.1 at JB Hi-Fi retail
According to co-founder Anshuman Gupta, the rebrand transformed Strontium’s go-to-market approach:
– Sales grew from hundreds of units to tens of thousands.
– The brand helped open new distribution opportunities.
– Customers became less price-sensitive, improving pricing power and margins.
– Within three months, Strontium became the number-one-selling memory brand in JB Hi-Fi stores across Australia.
The brand also gave Strontium an identity independent of its founders, helping reduce key-person risk and making the underlying business stronger.
Three years later, when Anshuman sold his stake to his business partner, the brand was not valued separately. Its value was reflected in stronger sales, margins, distribution and future earnings potential.
The Gang’s role: Brand strategy, identity, packaging and creative development.
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