THE APIUM BRAND BOOK
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The Apium Brand Book is both an introduction to the brand and a guide to its usage. Within it you will find information about how we came to be, why we do what we do and the values that drive us forward as an organisation. There is also guidance on brand colours, typography, photography and tone of voice. Thank you for taking the time to get to know the Apium brand better and for understanding how to apply it.
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1. OUR BRAND
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1.1 Who we are 1.2 Our story 1.3 Brand statement 1.4 Brand values 1.5 Brand personality 1.6 Brand promise 1.7 Target audiences 1.8 Brand model
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2. VISUAL IDENTITY
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2.1 Brand concept 2.2 Brand look 2.3 Logo 2.4 Colour palette 2.5 Typography 2.6 Graphic language 2.7 Texture & pattern 2.8 Photography
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3. VERBAL IDENTITY
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3.1 Our tone of voice 3.2 Tone of voice principles
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1. OUR BRAND
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1.1 WHO WE ARE
We are a residential property developer, investor and operator in West Africa. We bring contemporary, design-led properties to the region’s fastest growing cities, providing optimal living spaces for professionals while creating sustainable value for investors.
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APIUM
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CONCEPT DRAWING 80 MAIN MOTOR ROAD
1.2 OUR STORY
Apium was created to meet the growing demand for high-quality professional and residential properties in the cities of West Africa. We belong to well-established West African investment specialist Solon Capital Partners, which means we share the same long-term outlook and commitment to bringing positive change to the cities and communities we operate. Our name was chosen to extend and articulate the positive, people-focused nature of our business. Derived from apiary, a place where beehives are housed, Apium suggests a similarly secure, purpose-built sanctuary for an industrious collective who are driven and determined to make a lasting impact on society. Apium was founded on the belief that well-designed, well-built and well-maintained developments can have a transformational effect on the social and economic wellbeing of a place. By appealing to the modern tastes and requirements of the global workforce, we see our success in keeping them contented and engaged in country for longer.
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1.3 BR AND STATEMENT
Apium is a residential property developer, investor and operator in West Africa, dedicated to bringing design-led, people-oriented developments to the region’s most dynamic cities. By providing quality accommodation to professionals engaged in the region’s social and economic advancement, and by offering a stable and ethical investment vehicle delivering long-term returns, we bring this vision to life. Through a combination of entrepreneurial spirit, creativity and professional expertise, deep market knowledge, and embedded management structure, we are uniquely placed to understand local markets, mitigate regional risk and unlock development opportunities. The Apium vision is driven by strong social and environmental principles. We are committed to creating positive and lasting change in the cities and communities we operate. We are trusted to deliver on our promise because we operate with purpose. We connect people, property and place with the purpose of making better, more sustainable and dynamic cities. We put possibility in place.
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1.4 BR AND VALUES
Our brand values lie at the heart of our brand. They are the principles that inform our behaviour, and how we communicate and present ourselves at every touchpoint. They provide our customers, shareholders and stakeholders with the reasons to choose us.
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ENTERPRISING
PURPOSEFUL
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TRUSTED
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1.4 BR AND VALUES
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Enterprising Our enterprising nature is rooted in experience and market insight, driven by a unique curiosity and tenacity to see opportunities where others don’t. We use our initiative, creativity and resourcefulness to unlock, develop and deliver value. Ambitious and entrepreneurial, we are constantly looking to develop exciting opportunities to strengthen our portfolio and provide exceptional investment possibilities. The Apium vision is driven by strong social and environmental principles. We are committed to creating positive and lasting change in the cities and communities we operate
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1.4 BR AND VALUES
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Purposeful We are committed to developing property with the purpose of providing sustainable value to all stakeholders. Investors can trust that every project is built on solid ethical principles, and tenants can rest assured that every design, security and comfort consideration has been made. We take the long-term view, applying innovation and insight to deliver solutions that have a positive and lasting impact. We are dedicated to making living spaces where individuals thrive and community grows.
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APIUM
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1.4 BR AND VALUES
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Trusted Professional, honest and transparent, we are trusted to do the right thing and to always do business the right way. We can be expected to respect local culture and customs while maintaining the necessary corporate integrity required by our investors. Our deep market knowledge and insight means we are optimised to deliver ethically sound and environmentally conscious investments that provide meaningful and long-term impact. Our commitment to delivering safe, secure and desirable accommodation, supported by responsive management services, gives our residents peace of mind and satisfaction.
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ENTERPRISING COMBINING INITIATIVE AND CREATIVITY TO UNLOCK, DEVELOP AND DELIVER VALUE.
PURPOSEFUL DEDICATED TO MAKING LIVING SPACES WHERE INDIVIDUALS THRIVE AND COMMUNITY GROW.
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TRUSTED COMMITTED TO DOING THE RIGHT THING AND TO ALWAYS DO BUSINESS THE RIGHT WAY.
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1.5 BR AND PERSONALIT Y
Our personality brings our brand to life. We are a people-oriented business and these are the characteristics that make us human and relatable. We use them as simple prompts, if ever needed, to inform our interactions and communications with residents, investors, partners and each other. They set the tone for how we behave and how we present ourselves.
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DYNAMIC
DRIVEN
CONFIDENT
COMMIT TED
Fast moving and agile. We do today, not tomorrow.
Inspired and tenacious. We will achieve what we set out to.
Daring, positive, bold. We move decisively to maximise every opportunity.
Engaged and caring. We’re here for the long term.
CONSCIENTIOUS
HONEST
PR AGMATIC
We temper our dynamism and drive with rational and measured thinking.
Open and transparent. We are clear on our motivations and objectives.
Logical problem solvers. We use our experience to deliver the right solution.
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1.6 BR AND PROMISE
As a purpose-driven developer and investor, Apium strives to design beautiful living spaces and build meaningful, long-lasting connections between people, property and place. Seeing opportunity where others don’t and taking calculated risks where others won’t, we unlock the potential of a city for individuals, industries and investors, putting possibility in place for all.
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Possibilities for growth
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We provide Investors with an ethical investment vehicle through which to access opportunities in some of the most dynamic cities of West Africa.
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Possibilities for partnership
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We offer Procurement the opportunity to begin a long-term partnership with an expert, accountable and ethical property developer who delivers responsive management services.
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Possibilities for life and work
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We give Residents the opportunity to fulfil their personal and professional ambitions in a stylish and secure environment.
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We put possibility in place
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CONTEMPOR ARY, DESIGN-LED LIVING SPACES FOR PEOPLE WITH PURPOSE
POSSIBILITY IN PLACE THE APIUM BR AND BOOK
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1.7 TARGET AUDIENCES
Apium is targeted towards 3 main audiences: Investors looking for ESG impact investment products that provide long-term value and sustainable returns, underpinned by expert management that mitigate associated risks. Procurement officers looking for scalable accommodation solutions for their staff. Residents looking for safe, secure, clean and comfortable accommodation, and responsive property management solutions.
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INVESTOR
CONSIDER ATIONS
WANTS
Educated, knowledgeable and demanding. Inundated with competing investment products.
To invest in programmes that provide long-term sustainable returns.
Fatigued by overstatement and hyperbole. Concerned with good investment fundamentals.
To invest in programmes that follow a genuine ESG strategy and create real impact. Risk mitigated investment.
WHY WOULD THE Y USE APIUM?
- Good value returns - Sustained demand - Growing pipeline of opportunities - Transformational impact - Long-term strategy - On-the-ground expertise - Professional experience - Safe pair of hands - Transparency - Good governance
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PROCUREMENT
CONSIDER ATIONS
WANTS
Responsible for providing staff with safe, secure and easy access accommodation solutions in West Africa.
Ability to source quality accommodation easily.
Residential solutions are hard to find, quality of accommodation, property management and landlords is variable.
Peace of mind that staff are staying in safe and secure accommodation. The ability to delegate, reduce and remove accommodation problems to property management company. Improved staff motivation and productivity as a result of safe, stable and social home life.
WHY WOULD THE Y USE APIUM?
- Ease - Peace of mind - Partnership - Value for money - Safety - Standards - Active management - Quality amenities - Endorsed
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RESIDENT
CONSIDER ATIONS
WANTS
25 to 35-year-old Western Europeans and North Americans working for international businesses and NGOs.
Accommodation that is safe, secure and clean.
Motivated, ambitious, working in new surroundings, variable conditions and long hours.
Access to basic utilities and internet connection that is reliable. An environment that provides sanctuary from urban life. The ability to meet and socialise with similar individuals. Responsive property management services that resolve property related issues.
WHY WOULD THE Y USE APIUM?
- Sanctuary - Safe space - Design - Reliable - Community - Comfort - Endorsed - Environmentally conscious
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1.8 BR AND MODEL
CONCEPT
BR AND PROMISE
BR AND PERSONALIT Y
BR AND LOOK
TARGE T AUDIENCES
BR AND VALUES
BR AND STATEMENT
BR AND STORY
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BR AND PROMISE
BR AND STATEMENT
Possibility in place
Apium is a residential property developer, investor and operator in West Africa, dedicated to bringing design-led, peopleoriented developments to the region’s most dynamic cities.
BR AND PERSONALIT Y
- Dynamic
- Conscientious
- Driven
- Honest
- Confident
- Pragmatic
- Committed BR AND LOOK
- Connected
- Balanced
- Modern
- Minimal
- Humble
- Confident
TARGE T AUDIENCES
Investors / Procurement / Tenants
BR AND VALUES
- Enterprising - Purposeful - Trusted
THE APIUM BR AND BOOK
By providing quality accommodation to professionals engaged in the region’s social and economic advancement, and by offering a stable and ethical investment vehicle delivering long-term returns, we bring this vision to life. Through a combination of entrepreneurial spirit, creativity and professional expertise, deep market knowledge, and embedded management structure, we are uniquely placed to understand local markets, mitigate regional risk and unlock development opportunities. The Apium vision is driven by strong social and environmental principles. We are committed to creating positive and lasting change in the cities and communities we operate. We are trusted to deliver on our promise because we operate with purpose. We connect people, property and place with the purpose of making better, more sustainable and dynamic cities. We put possibility in place.
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2. VISUAL IDENTITY
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2.1 BR AND CONCEPT
Our brand concept supports our vision to create vibrant living spaces that are original, accessible and inspirational. Our brand imagery, colours and tones work together to create a visual landscape that accentuates West Africa’s vibrant and verdant foliage, and the deep azure of the life-giving Atlantic. The result is a brand identity that echoes the palette of its environment, whilst simultaneously creating a considered visual connection to the region for potential investors and residents. Organic, sympathetic, timeless. The Apium visual identity connects brand with place.
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2.2 BR AND LOOK
Connected Modern Humble Balanced Minimal Confident
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PLANS North Faรงade
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2.3 OUR LOGO
The Apium logo highlights the brand purpose: it is symbolic of both an aperture, letting light and vibrancy flow in, and an organic enclosure, a hive providing a secure place for life and work.
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PRIMARY CENTRED LOGO
PRIMARY LANDSCAPE LOGO
PRIMARY LANDSCAPE LOGO FOR USES BELOW 25MM WIDE
EMBLEM FOR USES BELOW 10MM WIDE
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A MINIMUM AREA OF CLEAR SPACE SHOULD BE LEFT AROUND THE LOGO AS INDICATED OPPOSITE AND BELOW.
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2.4 COLOUR PALETTE
APIUM WHITE CMYK: 6 3 4 0 RGB: 244 245 245 HEX: f4f5f5
100%
80%
50%
APIUM BLACK CMYK: 0 0 0 95 RGB: 46 45 45 HEX: 2e2d2d
GREY CMYK: 68 61 61 50 RGB: 68 65 62 HEX: 44413E
GREY GREEN CMYK: 73 49 68 55 RGB: 57 68 57 HEX: 394439
DARK GREEN CMYK: 90 41 100 43 RGB: 38 80 43 HEX: 26502b
OLIVE GREEN CMYK: 62 46 88 43 RGB: 84 86 49 HEX: 545631
C R H
MID GREEN CMYK: 68 34 83 21 RGB: 102 119 72 HEX: 667748
LIGHT GREEN CMYK: 49 27 87 11 RGB: 142 147 74 HEX: 8e934a
BRIGHT GREEN CMYK: 53 0 86 0 RGB: 151 189 90 HEX: 97bd5a
DARK BLUE CMYK: 90 53 47 43 RGB: 19 71 84 HEX: 234652
MID BLUE CMYK: 84 36 34 17 RGB: 52 113 133 HEX: 347185
GREEN BLUE CMYK: 77 37 46 25 RGB: 69 108 111 HEX: 456c6f
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2.5 T YPOGR APHY
Roboto Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*()_+-={}:”|<>? Roboto Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*()_+-={}:”|<>?
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HEADINGS IN ROBOTO REGULAR TEXT SET 14PT ON 17PT LEADING
TEXT SET 9PT ON 12PT LEADING
Sub headings in Roboto Light Aenean a odio sit amet ex luctus imperdiet nec a lectus. Morbi interdum nec elit nec sagittis. Donec vitae blandit lectus, vel scelerisque eros. Quisque ac fringilla. Body copy in Roboto Light with highlighted words or passages of text sect in Roboto Regular orem ipsum dolor sit amet, consectetur adipiscing elit. Aliquam nec urna ut sem interdum efficitur eget pretium libero. Nam eu tellus posuere, dictum dolor ut, dictum est. Morbi egestas, dolor at auctor dictum, eros est dignissim nunc, et finibus turpis dui tincidunt tellus. Integer enim dolor, egestas quis gravida vel, semper ut ante. Quisque sodales tortor erat, ac lobortis arcu sagittis in. Donec quis turpis eget ex congue eleifend. Nullam vel felis at leo consequat vehicula. Aenean semper massa vitae est facilisis pellentesque. Donec et mi dictum, efficitur diam et, tempor nibh. Donec pulvinar eleifend ligula ac tempus. Nulla in commodo purus. Ut id mollis velit. Nulla facilisi. Aenean ac dolor fringilla, sollicitudin nulla ac, ultricies lectus. Donec et iaculis lorem. Vestibulum risus turpis, aliquet non scelerisque eu, dictum et odio. Aenean hendrerit facilisis purus at commodo. Orci varius natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Vestibulum ullamcorper luctus consequat. Nulla ac sapien efficitur, tempus ipsum ac, vulputate sem. Curabitur at dictum odio.
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2.6 OUR GR APHIC LANGUAGE
Illustration or infographics should be simple and informative and where possible created using the brand colour palette. Avoid over-complicating graphics with texture and shadow.
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PLANS North Faรงade
$3,000,000 $2,500,000 $2,000,000 $1,500,000 $1,000,000 $500,000 $0
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Title Title
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2.7 TEXTURE & PATTERN
The concrete texture reflects the raw material present in our buildings. It can be used as a background and works well blended with colour to soften the tone.
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The Apium wallpaper can be used to add texture to presentation backgrounds and printed materials.
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2.8 PHOTOGR APHY / PLACES
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2.8 PHOTOGR APHY / PEOPLE
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2.8 PHOTOGR APHY / TEXTURES
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3. VERBAL IDENTITY
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3.1 OUR TONE OF VOICE
When we speak or write on behalf of the Apium brand itâ&#x20AC;&#x2122;s important to consider our tone of voice. Essentially, how we say things and what our choice of words says about us as an organisation. Used consistently and well, our tone of voice makes us distinct and recognisable, and makes it easier for people to trust, engage and invest in us.
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3.2 TONE OF VOICE PRINCIPLES
Weâ&#x20AC;&#x2122;ve outlined some Tone of Voice Writing Principles that describe how and why clear and uncomplicated language helps us to:
AMPLIFY OUR PERSONALITY AND UNDERSCORE OUR EXPERTISE AND CREDIBILITY.
ARTICULATE OUR BRAND VALUES AND ACCENTUATE OUR VALUE PROPOSITION.
COMMUNICATE OUR PASSION AND PROFESSIONALISM TO EVERYONE WHO INTERACTS WITH OUR BRAND.
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3.2 OUR TONE OF VOICE
Use the active voice As an organisation, we do what we say. So it follows that we should say what we do with as much conviction. The active voice is about putting ourselves at the heart of the action, in every brand communication. We use action verbs and adjectives to engage and inform and express our passions and personality. For example, ‘We take a pioneering approach to development’ feels a lot more involved than ‘The approach to development we take is pioneering’.
Avoid jargon and idioms We speak to a broad international audience, which means we’re careful not to use terminology that alienates or confuses. Our communications should always be relevant and accessible. If jargon refers to ‘words or expressions used by a profession that are difficult for others to understand’, we’d prefer not to use it. The same goes for idioms, because not everyone knows what ‘as the crow flies’ means.
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Keep the tone consistent We don’t chop and change our language to suit different audiences. We simply change the detail. We are confident in who we are, what we do, what we believe and what we say. Maintaining a consistent tone of voice in front of tenants and investors alike conveys this confidence and adds a layer of trustworthiness and credibility. It’s also respectful and reassuring to everyone that interacts with our brand.
Say it with feeling When we talk about our experience, our people and our vision we say it with feeling. Because these are the things that strengthen our reputation and drive our success. Writing in a personal and descriptive way about the value of these things to us, and how they contribute to positive change in the places we operate, expresses the ‘why’ behind what we do. It also connects people with our brand in meaningful and lasting way.
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3.2 OUR TONE OF VOICE
(CONTINUED)
Bring benefits to life We unlock the potential of a city, enabling our tenants, investors and partners to access the multitude of opportunities it presents. Whether that means opening up possibilities for growth, possibilities for partnership or possibilities for life and work, our brand promise is built around putting possibilities in place. We are an integral part of the process, so describing our critical role within the context of positive change and outcomes in a destination brings the benefits to life; for existing and potential tenants, investors and partners â&#x20AC;&#x201C; and for the city.
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