Agfa relied on Living Stone’s strategy and design team to re-brand its :Apogee workflow solution for the printing and publishing industry. After extensive bench-marking, Living Stone came up with a new brand strategy and positioning, visible in the consistent brand architecture and the highly recognizable design.
Living Stone’s visual identity solution rested on two pillars: a highly recognizable icon and the concept of a streamline. For the icon, the name ‘:Apogee’ was reduced to its essence, that is to say ‘A’. This icon indicates not only that :Apogee is an A-level brand, but also illustrates the new tagline ‘Activate, Automate, Achieve’. Furthermore, ‘A’ is easy to understand and to remember, it supports the brand and it is a very clear symbol. All :Apogee marketing communication tools have been developed along the same minimalism.
It was a great idea of Living Stone to make an extensive benchmark of our main competitors and of traditional software providers to see how they communicate about their software solutions. The concept was not to position :Apogee as a traditional package for the graphics industry, but rather as an end-to-end software solution. The requirements for the :Apogee re-branding were thus more inspired by the products of, for example, SAP and Oracle, than by our competitors’ packages. This resulted in a refreshing approach.