Formerly Robin Partington & Partners, this 50-strong architecture practice was seeking a complete rebrand – including name, identity and rollout. The brief was developed in line with significant changes for the organisation as it adopted an employee-owned business model and moved to an impressive a new studio in Clerkenwell.

The practice revealed its values as craftsmanship, collaboration and purposeful design – qualities that lent themselves to a new name, Apt. A wordmark that references architectural forms and mark-making formed the basis of a new visual identity, which included a bespoke typeface, ‘Apt Sans’, created in collaboration with type foundry, Fatype.

Apt’s bold aesthetic is expressed in printed materials that reflect the raw, natural materials favoured by the practice. The construct This is Apt has become a confident expression of the brand, placed proudly on their studio façade, and used widely across communications.

Rolled out across physical and digital touchpoints, Apt’s meaningful identity is helping the practice to win new national and international projects.