Appnovation, a Canadian-based global digital consultancy serving most of the Fortune 500, was ready to expand their breadth of offerings. GBW was engaged to define their new brand strategy and support the development of a new logo and visual identity.  

The heart of every successful brand strategy is listening and understanding marketplace dynamics. For Appnovation we conducted:

  • Global quantitative surveys of 200 prospects and 200 existing clients
  • Global 1:1 qualitative interviews with clients
  • An internal listening tour
  • A competitive audit to identify mindsets, drivers, and barriers

With those insights, we hopped on a plane to Vancouver to lead an intensive, fun and engaging brand workshop – that started with meditation and yoga!

The next 8 weeks were dedicated to writing, refining, and ultimately delivering an authentic, relevant and differentiated brand strategy, plus a robust messaging document by target audience.

With a solid strategy in hand, it was time for Appnovation’s internal design team to shine. With GBW moving to an advisory role, working with internal design teams around the world, a new logo was born. It is inspired by the core elements of HTML programming, the brackets, which is a nod to the firm’s roots, but applied in clever and modern way, to reflect the new brand story.

The brackets also serve as a unifying graphic element that ties the system together:

A refreshed palette brings new vibrant and electric colors, reflecting the company’s passionate connection to clients, innovation, and each other.

To reflect our evolved full-service proposition, Appnovation has rebranded, giving a nod to our technology roots, but with a fresh new look and feel which is bold, vibrant and speaks to our creativity.”

Arnold Leung, Appnovation CEO

The New Appnovation Brand

  • Looks, feels and sounds modern, bold and vibrant
  • Links the brand promise intrinsically with the company deliverables
  • Shows Appnovators as passionate, creative people who help people create exceptional digital experiences
  • Exemplifies the GBW philosophy that research, collaboration, creativity and flexibility combine differently for each client to deliver an amazing, unique brand story


We could not be more thrilled with the refreshing perspective
and strategic power that GBW delivered.”
Tim Welsch, VP Global Marketing