Apollo Capital logo

Apollo Capital

Apollo Capital funds high value, luxury sports & classic cars. This automotive finance specialist asked for my help to build their brand from scratch.

The Brief

As a new business, Apollo wanted support in developing their whole brand strategy & identity.

I used my archetype brand planning methodology to deliver a straightforward, easy to follow strategy.

I worked with Apollo on:

  • Brand Planning – including purpose, archetypes, target audience personas, tone of voice, communications themes
  • Visual Identity Brief & Development
  • Content Planning

The Output

  • Complete archetype analysis
  • Brand design brief
  • Brand bible
  • Website brief & tender documents
  • Introduction to PR provider

By creating a solid brand pack as one of the first jobs for this business, we ensured a great starting point for all new employees and suppliers to understand the brand’s purpose, target audiences (including pen portraits), archetypes, personality, approach to content, social media standards plus all the pertinent visual identity guidelines.  https://apollocapitalgroup.co.uk

The Archetype(s)

Apollo Capital is a RULER brand with LOVER characteristics.

RULER organisations often have a regulatory aspects and provide technical assistance or expertise.  This is the archetype for high status companies, law and investment firms.

The LOVER archetype is active in intense and personal friendships. It awakens aesthetic appreciation and is the natural archetype for fashion and cars.


"Sarah really is a brand expert and set us on a solid path with the work she did for Apollo Capital on brand strategy. If you need support with brand development, I highly recommend you get in touch with Sarah."David Moss, Director, Apollo Capital Group

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