Case Study: Aptitude Software refreshes its brand strategy and identity with Upp B2B

Aptitude Software redefines its brand with Upp B2B after a major acquisition

Aptitude Software, a digital finance and revenue management company, faced the challenge of developing a new brand strategy to reflect its positive growth following its acquisition of MPP Global. They needed to unite colleagues from both businesses under a single, authentic brand. To address this, they partnered with vendor Upp B2B for brand strategy services.

Upp B2B conducted in-depth research to build a new brand platform based on the attitudes of Aptitude's team. The solution included a clear brand proposition, powerful messaging, an engaging tone of voice, and a distinctive visual identity inspired by the beauty of complex natural phenomena. The new brand successfully articulated the company's unique perspective and ability to find potential in complexity, resulting in a cohesive identity that resonated with both internal and external audiences.

Aptitude Software