Introduction
Apex Equity Holdings Berhad is a diversified financial group based in Malaysia, providing investment and financial services across multiple business segments. The existing brand lacked a strong unifying graphic element to connect the master brand with its subsidiaries. The group sought to modernise its visual identity and capture a younger market whilst maintaining trust with existing stakeholders.
Walk Production was appointed to undertake a company-wide strategic branding initiative covering brand strategy, logo, corporate identity, brand manual, company profile, presentation materials, and corporate website. The programme aimed to create a cohesive system that could unify all subsidiaries under one professional visual language.
Our Solutions
Brand strategy and logo design
The strategic branding programme established brand positioning to transition Apex from a legacy image to a modern, customer-focused identity. Research into competitor positioning and target audience preferences informed the direction for all visual and verbal elements.
The custom logo design developed a combination mark featuring the brand initial ‘A’ with a summit element symbolising ambition, an ascending arrow denoting growth, and a circle representing completeness. Blue and black create a high-contrast palette conveying trust and professionalism. Responsive logo versions include the full logo with tagline, standalone logomark, wordmark, and subsidiary logo adaptations for each business unit.
Corporate identity and brand manual
The corporate identity system introduced The Apex, a triangular graphic device derived from the logo, used across brochures and banners to create visual depth. Inter serves as the primary typeface with Mulish as secondary, providing a modern typographic system across all communications. The stationery suite covers business cards, letterheads, envelopes, and corporate folders.
A comprehensive brand standards manual documents all touchpoints from corporate shirt embroidery to email signatures. The manual provides governance for consistent brand application across all subsidiaries, with clear rules for sub-brand logo adaptations and co-branding scenarios. Internal teams and external vendors can reference the document to maintain visual standards.
Company profile, presentations, and website
A company profile presents Apex’s corporate story, services, and value proposition with the refreshed visual identity. Presentation design includes branded PowerPoint slides for client engagements and master slide templates for internal use, allowing staff to create consistent presentations whilst maintaining brand standards across all business communications.
A responsive corporate website features a dedicated Investor Relations section to support stakeholder transparency. The site architecture supports both client acquisition and corporate communications through clear navigation. The website serves as the primary digital touchpoint for investors, clients, and partners seeking information about the group’s financial services offerings.
The Results
The rebranding established Apex with a cohesive unified financial brand system aligning all subsidiaries under one visual identity. The new brand projects a professional, modern image whilst maintaining connection to the group’s established heritage in financial services.
The comprehensive deliverables provide Apex with everything needed for consistent brand presentation across all touchpoints. From investor communications to client presentations, the unified system supports the group’s growth objectives across the region.
Project Gallery
Related Questions
Why do financial groups need unified branding?
Financial groups with multiple subsidiaries benefit from unified corporate branding to build trust and recognition. Consistent visual identity across business units reinforces corporate stability and professionalism. Investors and clients expect coherent presentation from diversified groups, making brand cohesion a business requirement.
What is a secondary graphic device?
A secondary graphic device is a visual element derived from the logo used across marketing materials. It provides visual consistency and brand recognition without overusing the primary logo on every application. Common examples include geometric shapes, patterns, or line treatments drawn from the logomark.
Why are master slides important for corporate branding?
Master slides provide branded templates that staff can use to create presentations whilst maintaining visual consistency. They save time and prevent off-brand presentations that could dilute corporate identity. For financial groups with multiple teams, master slides help maintain professional standards across the organisation.
What should an Investor Relations website section include?
An Investor Relations section typically includes annual reports, financial statements, stock information, corporate announcements, and governance documents. The section provides transparency for shareholders and potential investors, supporting regulatory requirements and building confidence in corporate management.
How do subsidiary logos relate to a master brand?
Subsidiary logos share visual elements with the master brand such as colour palette, typography, or graphic devices. This creates brand cohesion whilst allowing each subsidiary its own distinct identity. Clear rules govern how subsidiaries use the parent brand alongside their own mark.
