Arthur Humeau on building Brand Appart into a true creative partner

Four years into founding Brand Appart, Arthur Humeau has transformed what began as a freelance product design practice into an externalised design department for Europe’s tech companies. The Paris-based studio positions itself distinctly in the market – not as an external agency delivering assets, but as an integrated creative partner that sits within clients’ organisations, bringing both branding and product design expertise in a single package. This approach stems from Humeau’s founding observation that brand was consistently treated as an afterthought in the tech sector, making it nearly impossible to build memorable companies through product alone. Today, Brand Appart works with start-ups raising $30M+ rounds across Europe and the Middle East, having doubled its team in 2025 and established head-of roles to support enterprise-level projects. As a founding member of the ClientFirst group, the studio has built a structure that allows it to operate at scale whilst maintaining the 4.5-day work week Humeau believes is essential for creativity. TBI: Hey Arthur, it’s great to chat. How’s 2025 been for you and the team? AH: 2025 has been a real turning point for us. The agency is becoming more structured and professional, we’ve signed three new enterprise-level projects, and the team has doubled in size with new head of roles being established.