Repositioning to drive new growth

When a tech scale-up achieves stellar success at lightning speed, there comes a moment when the business has to pause and take stock. It’s not just a question of “where are we going?”, it’s “who are we really?” and potentially “what do we want to be?”

Poised for a new phase of growth, it was important to re-appraise the unique way in which Apadmi is able to provide solutions for its future customers and how that that could be best communicated in a way that truly resonates – making them impossible to ignore.

Human Affinity provided the strategic framework necessary to enable challenging questions to be asked internally, carefully navigating between the different lines of thinking to create a new brand positioning – one that would correct the market’s narrow perception of Apadmi as an “app creator” and give full expression to the transformative digital experiences it creates.

Technology that Moves, reflects Apadmi’s capacity to transform markets, companies, and lives, while capturing the emotional power inherent in its ambitious, integrated digital solutions. A vision and mission were also developed, with “unlocking latent value” a core theme.

Having now defined what Apadmi stood for, we were able to develop brand guidelines and a suite of digital marketing assets for re-launch, using a visual identity that champions Apadmi’s ambitious, forward leaning outlook – creating a sense of movement and progression even within static imagery. This included creds presentations with full template sets, case study templates, event stands, social media assets, website look/feel, email headers/signatures and office signage.

Now with a clear sense of purpose, a sector-specific lead generation program was initiated using targeted industry content researched and written by our specialist copywriters, with a supporting LinkedIn campaign to drive awareness.

The positive framing of the next phase in the development of Apadmi has also created cohesion and direction internally and externally – with a clear sense of purpose and an exciting future ahead.

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