Aprios
The Challenge
After four decades of success bringing precisely engineered plastic part solutions to their clients that power critical missions from the operating table to space expeditions, Diversified Plastics found itself outgrowing the mold of its own brand container.
With a name that had become descriptive of only a small part of the additive manufacturing services they offered and often faced confusion in the marketplace, and recent acquisition which would expand its operations to a national footprint, Diversified Plastics was looking to evolve its brand with a more distinctive identity that would reposition the company.
Brand Strategy
and Name
As a proud employee-owned company with 40 years of history, building a brand strategy that not only evolved to fit their new positioning as a holistic solutions provider, but reflected the essence of its traditions and culture was essential to land before rebranding. Aligned and fueled on the core attributes, differentiators and position aspirations, the Aprios name was born.
Aprios derives from the Latin root words for “head” and “heart,” emblematic of the company’s balance of wholehearted dedication to clients with the technically-minded approach, which together make successful solutions come to life.
Setting a New Direction
A wayfinding arrow was developed in the mark design. The arrow logomark is composed of 13 individual dots, abstractly nodding to the plastic bead forms with which its parts originate, while also giving a nod to the company’s original 13 founders. Together, its simplicity and energy bring a confident direction emblematic of Aprios’ end-to-end guidance and support along their clients’ product journeys.
Messaging
Having significantly evolved capabilities since their origins as a custom plastics molding manufacturer, Aprios was in need of messaging that would reflect their identity as a brand that does much more than make the mold, but break it.
New brand messaging places a stronger focus on the customization, speed, fueling customer innovation and comprehensive partnership Aprios’ brings to the table, while injecting a refreshed and consistent tone of voice.
Visual System
Complemented by a contemporary typeface, vibrant color palette, and distinctive brand elements, the surrounding visual identity system is both elegant and sturdy and furthers the concept of providing a fluid and continuous journey. A robust custom iconography system was developed to help navigate its full suite of services and weave its way into a dynamic pattern element across marketing assets.
Aprios’ innovative parts and state of the art equipment are also given an opportunity to shine in the new system with smooth photography gradients and textural elements.
The resulting brand identity and guidelines provide a robust, distinct, and consistent brand presence and toolkit that sets the team up for successful long term brand and marketing management.
The Impact
Launched in summer, 2024, we’re incredibly proud of this partnership and to see the excitement the brand has injected into the Aprios culture and customer experience.
To say Aprios has taken their new identity and run with it would be a severe understatement. From brochures to posters, trade show booths to employee apparel, social to signage, and even custom bag toss boards and injection molded golf balls, the brand proves to be flexible and aptly fit for this thoughtful, hardworking, and innovative team.
We look forward to seeing this innovative brand continue to chart its way forward into the world.
Client Testimonial
“The folks who we worked with at Capsule were phenomenal. They know this journey and they’ve taken many people through it. They provided excellent counsel to us throughout the process, gave us a lot of ideas to chew on and I’m very happy with the outcome."
Alex Danzberger CEO, Aprios Custom MFG
"Capsule played an essential role in our year-long journey to successfully rebrand and reposition our company. Reflecting on my 35-year career in sales and marketing, this project stands out as one of the top five most rewarding experiences I’ve had. This speaks volumes about the culture and the incredible team at Capsule."
Tom Venable Chief Commercial Officer, Aprios Custom MFG
