APS Group – Developing the APS brand
APS Group is an Australian-owned industrial solutions provider supporting businesses across the resources, energy, mining, marine and construction sectors. Bringing together specialist capabilities in fabrication, electrical, integration and product supply, the business delivers practical, end-to-end solutions for projects ranging from individual product requirements to large-scale industrial operations.
Project deliverables:
- Brand identity
- Marketing collateral
- Product catalogue
- Website design
- Digital and print design
- Branded merchandise
I first started working with APS Group in 2022, when I was commissioned to develop a new logo and visual identity for the business. At the time, APS was experiencing rapid growth, with its core services and product offerings continuing to evolve. There was a need to establish a stronger brand presence and develop marketing materials that could help the sales team communicate the breadth of what the business could offer.
What began as an initial branding project gradually developed into an ongoing working relationship, with my involvement extending across almost every aspect of the company’s marketing and communications. As the business grew and a marketing manager joined the team, I worked closely with her to refine the brand,
bring greater clarity to the company’s services and product offerings, and establish a more consistent visual direction. Together, we developed a cohesive brand presence that could grow alongside the business.
The visual identity centred on a strong turquoise and charcoal colour palette, supported by bold, condensed typography and clean graphic elements. The overall look was designed to feel contemporary and professional, while retaining a strong industrial character. These elements provided a consistent foundation across everything from corporate stationery and sales material to brochures, presentations and branded merchandise.
Developing the APS brand
With the business growing quickly, there was an immediate need for practical marketing materials that could support the sales team and give prospective clients a better understanding of APS Group’s capabilities.
The initial work extended well beyond the logo, covering everything from corporate stationery and business cards to capability statements, service brochures, presentations and digital marketing materials. I also developed brand guidelines and marketing resources to help establish a more consistent approach across the business.
As the relationship developed, I worked across a broad range of applications, including website graphics, social media, email signatures, promotional merchandise and branded items such as drink bottles, coffee mugs and mouse mats.
A key part of this ongoing work was bringing greater consistency to the brand as more marketing materials were introduced. With multiple people contributing to the business’s marketing, having a recognisable visual style and clear design direction became increasingly important.
Product catalogues and service brochures
One of the more substantial projects was developing a comprehensive product catalogue for APS Group’s supply division.
The concept behind the service is straightforward: clients working on mining and industrial sites can source a wide range of products through APS rather than dealing with numerous individual suppliers. Whether they need electrical components, tools, safety equipment, building materials or workshop consumables, APS can consolidate the requirements and arrange delivery to site.
The challenge was communicating the sheer breadth of products available. Rather than receiving a structured product database, I was initially supplied with a list of products and links to the various manufacturers and suppliers. From this information, I developed a catalogue-style publication that brought everything together in a format the sales team could use when working with clients.
With such a large and varied product range, the catalogue needed to be easy to navigate while giving each product category a clear identity. I developed a consistent page structure using colour-coded sections, simple line illustrations and a restrained use of the APS brand colours. Each of the 14 product categories was assigned its own accent colour, making it easier for customers and the sales team to find their way through the catalogue.
The result was a 126-page publication that brought a substantial amount of product information together in a clear, organised and visually engaging format.
Alongside the product catalogue, I also developed dedicated service brochures for the Electrical and Fabrication divisions, helping communicate their respective capabilities, specialist services a
Bringing the APS services together online
The website was another major part of the project, providing an opportunity to bring the business’s expanding capabilities together under one digital presence.
The website carried the APS visual identity into a more expansive digital environment. Strong industrial photography, dark backgrounds and contrasting turquoise highlights give the site a distinctive look, while bold typography and angular graphic elements help carry the brand consistently across the different sections.
The layout was designed to make a broad range of services and capabilities easier to explore, with dedicated sections for Fabrication, Electrical, Integration and Supply. The site also provides pathways to the associated APS brands, with product filtering, technical information and enquiry forms helping customers find the information they need.
Mynex and Rapid were given dedicated product sections, allowing visitors to explore products through category filters, access technical information and submit product quotation enquiries. SERO Global was also incorporated into the wider website experience, with its own distinct brand identity and product offering.
The result is a more comprehensive digital presence that better communicates the scale of APS Group’s capabilities, makes its services easier to explore and provides a central point of access to its associated brands.
From brand identity to marketing and sales resources
- Logo design and corporate identity
- Brand development and visual direction
- Brand guidelines and strategy documents
- Marketing guidelines
- Capability statement design
- Business cards and corporate stationery
- Letterheads and notepads
- Email signature design
- Social media graphics
- Website design and development
- PowerPoint presentations
- Electrical and Fabrication service brochures
- 126-page product catalogue
- Promotional merchandise, including mouse mats, drink bottles and coffee mugs
- Branded merchandise and promotional items, including beer labels
What my client had to say
Brett has been great to work with over the years.
He’s taken the time to understand our business and has become a trusted part of our marketing team.
Whether it’s a quick turnaround or a larger project, he’s always approachable, easy to deal with and able to take an idea and turn it into something that looks professional.
It’s been a pleasure working with him and we value the contribution he makes to our business.
Jeune Jiew
Marketing Coordinator