Aptia. A next-gen brand for a next-gen business

Aptia. A next-gen brand for a next-gen business

06 July 2023

This week has seen the launch of Aptia, a global employee benefits and pension administration business serving more than five million people across more than 1,100 clients.

Managing the administration of pensions, health and insurance for employees is time consuming, complex and at times, cost inefficient. Aptia, created by the purchase of U.S. employee benefits administration and U.K. pension administration businesses of Mercer, is committed to delivering a next-generation experience that improves this administrative headache, increasing efficiencies for clients by bringing clarity to complexity.

Our challenge was to develop a completely new brand, one that paid careful respect to the past but with a vision firmly on the future.

Starting with the brand strategy, we created the name Aptia, derived from the word aptitude and emphasising Aptia’s mission to become the intuitive and smart choice for administrators. Brand messaging quickly followed including the tagline ‘Benefit from clarity’ and value propositions for each of the firm’s key markets, as well as brand values and a tone of voice for written communications.

A proprietary brand code was then crafted around the core messages of technology enablement aligned with first-class client service, with dynamic lines symbolising the speed of data, smooth processes and clarity in the administration process. The visual assets included logos for different regional entities and a distinctive brand language supported by full guidelines that provide Aptia with clarity and confidence.

We also created the firm’s interim website and supporting marketing materials that have provided a successful springboard for Aptia’s launch. 

Launching a new brand?
To find out how we can help launch your new brand into the world, please contact Duncan Shaw in New York, Greg Hobden in London or Gigi Yung in Hong Kong.

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