Alex Aperios

A strong identity starts with a story.

For Elio, that story was about making the mortgage process feel less stressful and more enjoyable.

Buying a home is one of life’s biggest steps. The experience should feel exciting, yet the process often leaves people overwhelmed. Elio wanted to change that.

We brought that idea into every part of the identity: warm colours, sun-inspired gradients, a welcoming logo and graphics that make information easier to understand.

Every choice helped make Elio feel more approachable, more reassuring and easier to love.

That’s what I mean by bringing the story to the front. Looking inward gives you a reason to stand apart. Looking at competitors can only tell you what’s already been done.

Read more with our Elio case study via the link below ↓

If your brand looks like everyone else’s and you’re unsure where to take it next, we can help. DM us for a quick chat.

Put together a couple of brand collages featuring my favourite assets from these projects.

Just for the love of design.

We have some really incredibly work in motion for Kurieo specifically right now as well and really can't wait to share more on this.

Founders often ask about our process at the start of a project.

We spend a lot of it digging deeper than surface level.

Into your story, the decisions you’ve made and the things you care about that haven’t quite found their way into the brand yet.

The first answers tend to sound familiar. Quality. Service. Doing things differently.

It’s when we ask “why?” again that things get interesting.

A frustration that led you to start the business. An unconventional way of working. A detail you almost didn’t mention because you thought everyone did it that way.

They don’t.

Those are the things we want to get to. The things that make sense of who you are and give us something worth building a brand around.

Because every founder is unique, but their brands rarely feel it. Somewhere between the original idea and how the business shows up, the most interesting parts can get lost.

The groundwork helps us find them again, challenge what no longer fits and turn them into a clear direction.

So when we get to the design, we’re building from something only you could have given us.

That’s where the interesting happens.

We do a lot of branding each year, but behind the scenes, most of those projects have a website too.

For Seeper, once the identity was approved, I got my hands on web design again.

These are a few early homepage concepts. The best part? Having the freedom to experiment and see how far the identity could influence the layout.

Completely forgot to share this. Made it into one of the Midjourney issues. Issue 42 to be exact. Need to collect more of these. 👌🏼