Apostrophy
Apostrophy is a brand that recognises the challenges created by the global homogenisation of technology. Their belief is simple: tackling these issues requires human interaction first and thoughtful, considered solutions second.
They came to Against Time to create a brand identity that could reflect this philosophy - sophisticated yet humble, driven yet human.
Strategy
We began with archetype theory, purpose and brand personality. Our work identified Apostrophy’s alignment with the Outlaw (challenging the status quo of technology) and the Innocent (seeking clarity, honesty and simplicity). This combination shaped the brand’s values and its voice - principled, human centric and forward looking.
To ground this direction we developed three stylescapes, each exploring different expressions of mood, tone and design language. These became the foundation for the identity.
Identity
The final identity is refined and pared back, designed to convey Apostrophy’s commitment to creating simple solutions for modern living. A minimalistic icon and wordmark sit at the heart of the system, paired with a cool, calming colour palette. Together, they communicate a sense of focus, clarity and quiet confidence.
Result
The outcome is a brand identity that balances sophistication with humility. It reflects Apostrophy’s human centric philosophy while giving them a distinctive visual language that can flex across communications, partnerships and product contexts.
Future
Apostrophy’s brand system is designed to scale with their ambition. It provides a consistent, recognisable foundation that can support the organisation as it continues to develop solutions for the human issues of our technological age.
If you’d like to hear more about this project, or discuss how we could help your brand evolve, please get in touch.