Apella is a new London-based strategic advisory firm that specialises in holistic reputational management. Founded by senior executives, with diverse backgrounds but shared values, Apella helps clients align their purpose, strategy and reputation to build long-term sustainable performance and generate value. The broad expertise of the founding partners combines fresh and insightful thinking, with an evidence-based approach supplemented by rigorous use of data.

An identity which would convey Apella’s core values of expertise and discretion, and reassure a discerning target audience looking to make decisions in an unpredictable environment.

Apella’s identity reflects understated confidence with a logo which is discrete yet approachable and contains a visual reference to an uplift in value which is at the heart of their proposition. For a business in which personal relationships are central to success, we created a brand film which gives voice to the founding partners, underlining their personal expertise and authority in the field.

Name generation
Brand identity