The rebrand of APC Financial Planning (formerly Asset Planning Corporation) began with an in-depth meeting at the client’s corporate office to discuss their existing identity and aspirations for the future. With over 50 years of history, the organization wanted to modernize its look while still honoring its heritage. Our conversations revealed the need for a brand that would be instantly recognizable, highly legible, and able to reflect their long-standing dedication to guiding clients toward financial security.

From these insights, the strategy focused on balancing tradition with renewal. By respecting their established reputation while infusing modern design principles, the rebrand positioned APC to confidently carry its legacy into the next 50 years.

At the core of the new identity was a redesigned logo that honored the company’s original pie chart icon while updating it for clarity and symbolism. The former mark bore an unintentional resemblance to a “Pac-Man” shape, so I adjusted the angles and orientation to create a true pie chart that communicated APC’s mission: helping clients steadily grow and improve their financial lives. The pie chart’s geometry was carefully calculated to symbolize balance, progress, and precision.

The letterforms of the logo were designed to be geometric and highly legible, ensuring the brand would translate seamlessly across digital and physical applications. The updated mark unified the “C” of APC with the pie chart, bringing consistency, modernity, and meaning to the centerpiece of their identity.

The color palette was a fusion of past and present. While maintaining APC’s existing gold and orange as a nod to their established recognition, I reintroduced an updated navy blue to reflect the company’s earliest branding and to help create more depth within the brands color system. This combination created a palette that felt both familiar and revitalized, striking the balance between heritage and forward-thinking freshness.

Typography choices reinforced this balance. Clean, geometric typefaces echoed the structure of the pie chart logo, emphasizing clarity, professionalism, and accessibility. Together, the colors and typography created a timeless system designed to support APC’s growth over the next five decades.

Once the foundation of the rebrand was established, I extended the identity across a full suite of collateral. These included thank-you cards, business cards, letterhead, PowerPoint presentation templates, and a redesigned website that showcased the updated brand in a digital-first environment. To ensure visibility in the physical world, I also designed an outdoor sign that introduced the refreshed identity to the community.

Each material was crafted to communicate professionalism, trustworthiness, and clarity while maintaining a consistent visual language. By equipping APC with both digital and physical assets, the rebrand delivered a comprehensive system that strengthened their presence, honored their heritage, and created a modern platform for their continued growth.