Apax Global Impact

Apax partnered with Motel in 2019 resulting in the success and delivery of a brand refresh. Five years on, Apax wanted to develop a separate visual identity for their Global Impact strategy, focused on sustainability and positive change.

The brief was to differentiate from the typically generic sustainable and corporate aesthetic and highlight their commitment to environmental responsibility through innovation. Understanding the true power of brand visuals – they wanted colour and imagery to tell the story of positive impact.

Our proposal was a website with a story that visually embodies their mission 'Driving Impact Outcomes'. Real-world and nature-inspired visuals become the cornerstone, showcasing not just their approach, but also the impactful results Apax strives for.

Leveraging our distinctive visual concept from the main Apax website we propelled this further with a new brand visual and animation to capture Global Impact's distinctive message. Now taking on it's own unique form to represent the catalyst for positive change.

The animation begins with a singular, globe-like glass sphere. As it drops into a vast, ocean-like surface, small ripples occur instigating splashes and eruptions, transforming into waves and a cascade of countless new spheres, before looping back to the beginning to repeat the visual metaphor. This powerful visual embodies the concept of "Global Impact" – a single action creating a wave of positive change.

Fresh and innovative – characteristics stemming from the main Apax brand, coupled with modernity and sophistication shine through with the use of opaque glass overlays and subtle blurring effects. The spheres and waves themselves symbolise the Earth and water, reinforcing global and sustainable themes.

To differentiate Global Impact from other Apax Strategies, we embraced a fresh, sustainable green hue that complements the already established Apax Violet. This green, paired with ample white space (consistent with the Apax brand), creates a bright, airy and fresh aesthetic. We further elevated the design with animated gradients that blend the green and violet together, adding dynamism and subtle movement to design elements. These same colours also serve a functional purpose, guiding users by highlighting navigation buttons and clear calls to action.

The imagery is a captivating blend – a fusion of strategic partnerships showcased alongside natural, real-world scenarios. This juxtaposition underscores Apax's commitment to forging impactful collaborations while remaining grounded in the world we aim to improve.

Apax Global Impact needed a website that reflected their forward-thinking approach and dedication to positive impact. We delivered a responsive design solution with a dynamic Driving Impact Outcomes animation. The design includes 4 new sector icons that complement the Apax brand, and an interactive timeline to showcase their journey. The final product is a clean, modern and immersive digital experience that emphasises Apax's core themes of innovation, human connection, nature, and sustainability. The new brand animation was also used at Apax' annual event introducing the new Global Impact theme.

We relished the opportunity to design for positive change and look forward to seeing the future of Impact from Apax.