DAIS strategically classified and defined brand layers and established a consistent language and credentialing system. We created a unique, ownable identity for the parent brand, which cascaded through the brand hierarchy, integrated with an overall brand positioning.
Visually we harnessed the brand’s inherent passion for adventure and strengthened the colour palette to reflect energy and vibrancy. Our designers created cleaner, more contemporary identities, evolving the brand’s iconic logo without compromising brand equity.
Internally, the brand’s positioning and personality were represented by a unique theme ‘Living Orange’, allowing us to build an internal cultural philosophy which could be embraced globally.
Implementation of the new brand system had the immediate benefit of aligning separate internal cultures to a common theme and the refreshed identities were enthusiastically received by Apollo’s extensive employee network at national and global conferences.
Management and staff from all areas of the business have a clear understanding of how the brand is represented and what it stands for, which is driving consistency and building a stronger brand identity with customers, suppliers, stakeholders and industry.
With clear strategies in place for integrating new brands into the Apollo family, and a strong intellectual property framework to protect its brand assets, the business is well placed to take advantage of future global growth opportunities.