APEX

Challenge

A product brand that stands on its own without standing apart.

APEX had to carry enough weight to be understood as a platform in its own right, not a feature release. But LeanDNA had built real equity with manufacturers over a decade, so a sub-brand that drifted too far would spend that equity rather than compound it. The platform also had to be sold up and down the org chart, which meant messaging that could land with planners, buyers and executives alike.

Solution

A strategic foundation, and a mark hiding in the name.

We started with positioning, defining APEX’s value proposition, brand promise and three brand pillars, each backed by key messages and proof points so LeanDNA’s teams could speak with one voice.

From there, we moved into visual identity, where the link between the product and parent brands turned out to be sitting in plain sight — in the letterforms. We built the X in APEX from LeanDNA’s signature double helix, embedding the parent brand directly in the new product’s name. A graphic device drawn from the helix strands, a secondary color palette and a full type hierarchy extend that logic across every marketing touchpoint, all documented in a set of brand guidelines built for consistent execution.

Outcome

A product launch that became a long-term partnership.

APEX gave LeanDNA a platform brand with its own presence in the market and a clear line back to the company behind it. Our engagement has since expanded into a creative retainer, supporting LeanDNA’s marketing team on an original research report and campaign, branding for the company’s annual manufacturing supply chain summit and ongoing platform marketing. We’ve also been referred to other companies in Accel-KKR’s portfolio for similar work.