Apollo

Illuminating new realities for the fastest growing GTM platform on the planet

Apollo is a comprehensive, AI-powered sales platform designed to help businesses find and engage leads, automate outreach, manage deals, and enhance data – all within a single system. With an extensive B2B database featuring over 210 million contacts and 35 million companies, Apollo empowers organisations of all sizes to maximise their market potential with precision and efficiency.

As Apollo entered a new phase of maturity and growth, the platform’s significant evolution informed a shift in positioning, moving from a product narrative to a solution-driven journey for users, celebrating the power of outcomes rather than simply the functional aspect of the platform’s tools. This transformation presented an opportunity to reposition the brand whilst redefining its strategy and narrative.

A stack of yellow sticky notes with a white logo resembling an abstract sunburst or star and the text "Welcome to Apollo" in the top left corner.
A digital advertisement display for Apollo's GTM Copilot features a woman with a short haircut, illuminated by a spotlight, with the Apollo logo at the top left corner and promotional text at the bottom.

Within the origins of mythology, Apollo was a multifaceted god of Sun and Light, Truth and Prophecy, Archery, and Music and Dance. These attributes parallel Apollo’s role in the user’s journey – bringing clarity to information, offering insight and foresight, enabling precision, and fostering a deeper understanding of behavioural patterns.

Open book displaying a 3D printed yellow geometric object on the right page and a black and white diagram of the object on the left page.
Person holding a yellow book titled 'Everything under the sun' over a grey table.
Stacked books with purple, yellow, and gray covers labeled 'Apollo Research Dept.'
A person in a gray sweatshirt opening a white box labeled "Apollo" with the message "Bear the torch of illumination". Inside the box, they are placing a yellow package with social media and technology icons.

Working closely with the internal design team, our exploration of Apollo’s mythological role led to a design system centred on the idea of Apollo as an all-knowing presence, at the heart of every action. The logomark became a representation of the four strings of Apollo, evolving from the brand’s original ‘A’ symbol. The broader kit of parts, including gradients, illustration, type, and imagery, were brought together through a motion-first design system termed ‘beams’.

Design board featuring the Apollo logo, color palette, and brand elements on a white wall.
A set of three magazines, with the front one titled "MAGAZINE 1" and featuring a woman sitting on a chair, on a dark surface with light shadows.

The concept of clarity and illumination runs through all brand touchpoints – from platform to product.

Covering illustration, iconography, photography, colour, gradients and typography, the brand is unified by the beams design system – an ever evolving framework that gives the required flex for the varying mediums and contexts. 

Hand holding a smartphone displaying a research app with AI imagery and text that reads 'Research with AI' and a 'Get Started' button.
Digital graphic with a yellow triangle and a percentage of 143% in black text, with a small arrow icon next to it.
A minimalist illustration of a woman with short black hair working on a laptop, with a speech bubble showing a graph and a plus sign.
Digital screenshot of a Zoom meeting profile card showing a smiling young man with glasses, with a speech participation progress bar at 56%, with options for clips and comment below, on a dark background.
A woman with short hair, glasses, and a neutral expression, wearing a light-colored shirt, standing against a plain background with shadows, with the text 'Enlightened by real-time data' on the right side.
A digital dashboard displaying three widgets: a line graph with a percentage, a gauge chart with a number of 58.4K and progress, and a bar chart with a percentage; all against a gray background.
Laptop screen displaying a webpage for Apollo AI Sales Platform, with a graphic illustration of a layered mobile device and the text indicating AI features and benefits.
A person holding a magazine with a white background. The cover features a large eye illustration with a telescope inside it, and the headline, 'How to use sales automation the right way,' on a purple background.
Against a black background, four stylised icons and labels: Pipeline, Data, Deals, and CRM, arranged in a row.
Smartphone displaying a screen with the text "Enrichment API" and an illustration of a robot arm on a purple and white device, with a "Get Started" button.
Laptop on a wooden shelf displaying the Apollo business platform website with a large '500K+' statistic, photos of team members, and navigation menu.
A digital display grid featuring various images, graphics, text, and profiles related to the 'Apollo' brand with prominent yellow and black colour accents, including the Apollo logo at the centre.

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