Apex Group Ltd., established in 2003, is a global financial services provider. After acquiring an ESG advisory firm, Apex assigned Boil to rebrand this new business unit and craft a new narrative to help businesses accelerate their sustainability agenda.
Apex Group, a leader in comprehensive financial services, acquired a rapidly expanding ESG advisory firm. Tasked with rebranding this acquisition, Boil stepped in to craft a new identity and narrative that would encapsulate the unique culture and expertise of the ESG team within the broader scope of Apex Group's offerings.
Brand strategy
Challenger narrative
Mission & purpose
Baseline
Visual identity
Key visuals
Stationary
Brochure
With the acquisition came the need for a fresh brand identity and narrative that would seamlessly integrate the ESG team's culture and strengths. Recognizing the importance of preserving this unique identity as a competitive advantage, Boil set out to create a narrative that would resonate with private equity portfolio managers seeking to leverage sustainability and social responsibility as key differentiators.
Boilembarked on a collaborative journey with the ESG team, conducting workshops andinterviews to gain a deep understanding of their vision and ethos. Drawinginspiration from their challenger mindset, Boil crafted a narrative centeredaround the rallying cry, "Let's make ESG our new USP." This narrativeaimed to empower portfolio managers to embrace sustainability and socialresponsibility as strategic imperatives.In parallel, Boil undertook an intensive search for a new brand name,ultimately landing on "Holtara." Symbolizing the aspiration torestore balance and wholeness to the earth, Holtara encapsulated the missionand values of the ESG team within a single, impactful name.
With Holtara as the cornerstone, Boil proceeded to develop a cohesive brand identity that captured the essence of the ESG team while maintaining alignment with Apex Group's corporate style. The resulting visual concept was a testament to the unique DNA of the ESG team, infused with elements that reflected their commitment to sustainability and innovation.
Holtara's emergence as the new face of Apex Group's ESG advisory firm sets the stage for continued growth and impact within the financial services industry. By embodying the values of sustainability and social responsibility, Holtara is poised to inspire and empower portfolio managers to embrace a more conscious approach to investing, driving positive change on a global scale.
