GoodLove challenge the masculine finance image with their ethereal identity for crypto-broker Aplo
Aplo (formerly known as Sheeldmarket) is an EU-licensed crypto-broker offering professional investors a way into digital assets for the first time. Their ultimate goal is to enable businesses to offer better financial services with greater reach, through a new system of finance. Whilst the company was on track with growing their offering, they felt that their brand image was holding them back.
To correct that, the team partnered with London-based brand consultancy GoodLove to tackle three key areas: to clearly articulate the value Aplo provides their customers, to tap into the emotional side of trading, and to radically differentiate themselves from their competitors. From there, GoodLove developed the name, visual identity and personality that marries credibility and sophistication with the allure of new opportunities.
As part of the overhaul, the new identity introduces the new name ‘Aplo’ – which means ‘simple’ in Greek. Using custom lettering, inspired by offset reflections, the new wordmark hints at the idea of “transitioning to a connected world,” as explained by Senior Creative Designer Angelina Panagiotopoulou. “The curvature of the letterforms are intended to speak to the sophistication of the product,” she tells us, “whilst the indents provide a distinctive and more ownable visual quality.”
The identity is tailored around a theme of duality, speaking to both the old investment world and the new, to both sophistication and adventure. This is particularly evident in the type pairings, with the serif typeface Freight Display Pro paired with the pared-back sans serif Inter. “Where appropriate we created typographic treatments that combine both,” notes the designer, “to again reference this concept of transitioning into the new world that Aplo opens up to its customers.”
The identity is unified through a serene yet smart visual language which sees a softer approach to the finance archetype. Panagiotopoulou recalls the thinking behind this contemporary art direction, “the high contrast of black and white as the key colours is anchored in the idea of transition between inverted worlds,” she explains, “whilst also providing a sharp and sophisticated brand aesthetic.” This striking monochrome palette is balanced with pearlescent, shimmering gradients, which help to provide a softer and more ethereal mood. “The goal was to create an enticing and desirable identity that stands out from the more masculine stylings of financial trading and high-end products,” she concludes.