GoodLove challenge the masculine finance image with their ethereal identity for crypto-broker Aplo

Aplo (formerly known as Sheeldmarket) is an EU-licensed crypto-broker offering professional investors a way into digital assets for the first time. Their ultimate goal is to enable businesses to offer better financial services with greater reach, through a new system of finance. Whilst the company was on track with growing their offering, they felt that their brand image was holding them back. To correct that, the team partnered with London-based brand consultancy GoodLove to tackle three key areas: to clearly articulate the value Aplo provides their customers, to tap into the emotional side of trading, and to radically differentiate themselves from their competitors. From there, GoodLove developed the name, visual identity and personality that marries credibility and sophistication with the allure of new opportunities. As part of the overhaul, the new identity introduces the new name ‘Aplo’ – which means ‘simple’ in Greek. Using custom lettering, inspired by offset reflections, the new wordmark hints at the idea of “transitioning to a connected world,” as explained by Senior Creative Designer Angelina Panagiotopoulou. “The curvature of the letterforms are intended to speak to the sophistication of the product,” she tells us, “whilst the indents provide a distinctive and more ownable visual quality.”