The task was to rebrand the identity of the B2B consulting agency APTLY. The original brand concept was limited by a lack of a consistent signature look and design vocabulary, making it difficult to use in cross-media or device communication. The rebranding started with the creation of a symbol matrix based on the basic shapes of the original company logo. A simple set of rules was applied to the matrix, generating more than 16,000 glyphs. The 360° rebranding included a complete digital and physical brand messaging system, which is currently being rolled out across all of APTLY's relevant communication channels.