“At the end of the day, what you want is to inspire people.” We step into the world of Apropos

Apropos doesn’t believe in one-size-fits-all branding – or one-size-fits-all studios. Founded by Ariane Elfen, Alexios Seilopoulos, and Marc Popper, the London and Geneva-based agency was born out of a desire to create a different kind of studio, one that assembles bespoke teams for each project and champions autonomy as much as collaboration. Their work is driven by strategy, but not the data-heavy kind. Rooted in editorial thinking and cultural context, Apropos’ approach is qualitative, intuitive, and fiercely opinionated. Whether branding climate law non-profits or art directing fashion campaigns, they bring clarity, care and conviction to everything they touch. Beyond client work, the studio also runs Highly Opinionated – a self-initiated platform for talks, interviews and workshops, tackling art, activism and cultural resistance with the same rigour they bring to branding. We caught up with Elfen, Seilopoulos and Popper just in time for the agency’s 10th anniversary, as they reflected on building a studio that prioritises substance over surface, the dangers of AI without imagination, and why good branding should still be bold, human, and built to last.