A next-gen brand for a next-gen business


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 Mercer’s U.S. employee benefits and U.K. pension administration businesses, was formed help solve this problem through a highly responsive client experience and digital enablement. The new business will serve over five million people globally across 1,100 firms.

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Our challenge was to develop a brand to help launch this new business that paid careful respect to the past but with a vision firmly on the future. And it needed to be completed in just four weeks.

Aptia Logo Sketch


Following an agile discovery sprint, we first created a name – Aptia – derived from the word aptitude and emphasising Aptia’s mission to become the intuitive and smart choice for administrators.

Brand strategy and messaging quickly followed including the tagline ‘Benefit from clarity’ and the value propositions for each of the firm’s key markets, as well as brand values and a tone of voice for written communications.

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A proprietary brand code was then crafted around the core messages of technology enablement aligned with excellent 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. The firm’s interim website and supporting marketing materials were also created by our team, providing a successful springboard for launch.

Aptia Macbook Mock Up


Aptia successfully launched in June 2023 with a brand strategy and visual identity that has allowed the firm to communicate with clarity to its existing clients, their employees and internal stakeholders across the world.

It’s a next-gen brand for a next-gen business.

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