The Ask.
Auerbach Consultants had reached an inflection point – it was time to reimagine their brand from the ground up.
The Answer.
With a striking new visual identity, refreshed positioning, and a website to engage users, Auerbach was ready to become Apeiro.
The Goods.
- Naming
- Brand Identity
- Brand Strategy
- Logo Design
- Web Strategy
- Web Design & Development
“Tesla, not Cadillac.”
When they came to us, Auerbach Consultants was at a turning point. New leadership was taking charge, and they felt it was time to reimagine the brand, all the way down to the name. Auerbach had always been a leader in the performance and experiential design space—but our brief was to remind people that they are innovators, not a premier old model.
What Makes Us Us
We did extensive research, starting with interviewing a number of key stakeholders with a focus on understanding exactly how Auerbach had become the brand it was today — what were the things at the very core? The answers varied, demonstrating the need for a unifying brand platform.
Looking at the Landscape
We also took a close look at the competition, particularly on their value propositions. We also identified white space for the visual brand, and explored the naming conventions most common in the field. We all agreed it was hard to stand among the sea of firms named for their founder.
Innovative Work for New Kinds of Spaces
Auerbach had made their name helping to create incredible experiences in performance spaces. But we identified a cultural shift in the perception of “performance space” - since everything has become an experience, they could be the firm bringing that magic touch to any space that needs to captivate.
A Brand that Inspires
We took the insight from our research and created a new brand position that aligned the internal team around what Auerbach truly was. Then we began exploring concepts for a more evocative name that would stand out in the market. At the same time, we started creating a new visual identity.
Time for Transformation
With our brand positioning and the building blocks of a visual identity in place, Auerbach was ready to become Apeiro - and the new name called for a new logo.
Bringing a New Brand to Life
When fully realized, the new Apeiro brand represents a sophisticated, innovative and highly creative company. Our final step was to document the new brand in an easy-to-use style guide to help the team maintain brand consistency as they create new marketing materials in the future.
A Modern Direction
We pushed the color palette in a more modern direction, and selected bold but elegant type that would evoke the sorts of dramatic spaces that Apeiro so expertly creates.
A Bold New Look
The new logo, characterized by its modern design, is now prominently featured across all corporate collateral, infusing the brand with a refreshed and dynamic identity.
Taking the New Look to the Web
Turning our attention to the website, we took inventory of existing content and technical features and then planned and designed a robust new user interface. The result is a stunning example of modern web design, providing Apeiro with a valuable marketing tool to meet their goals and grow their business.
The Result.
