Branding & Digital Transformation for TMT Brands

How Ayatiworks Built the Apex Dura Powerhouse

Client

Apex Group – Apex TMT (Fe 500 Division)

Agency

Ayatiworks – Next is Now

Target Markets

South India

Duration

Full-stack branding + ongoing digital execution

Outcome

Achieving more milestones and the journey continues

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The Challenge

Apex Steel carried a legacy identity, but its new TMT division needed to break from the past.

The brand lacked a compelling persona, strong recall, and a communication system that could scale in a hyper-competitive TMT market.

Ayatiworks stepped in to engineer clarity, character, and differentiation.

The Objective

To build a complete brand ecosystem that:

01. Establishes a future-ready identity with strong market recall
02.Converts product innovation into powerful brand storytelling
03.Amplifies visibility across South India
04.Unifies voice, design, and communication across every touchpoint

The Transformation: A Brand Reforged

Naming & Brand Philosophy

01.Through extensive ideation, one name stood tall, Apex Dura.
02.120K+ people in retargetable audiences
03.2A name that conveys durability, strength, and forward momentum, rooted in the brand’s unique product innovation: the Fishbone Rib Design.

Logo & Visual Identity

01. Grip
02.Toughness
03.Structural integrity
04.The signature rib pattern evolved into a design language, elevating recall across campaigns and collaterals.

Brand Bible Development

We codified the brand through a comprehensive Brand Book, defining:

01.Logo usage
02.Typography
03.Visual systems
04.Creative direction
05.Signature patterns and applications
06.A blueprint engineered for long-term consistency.

The Execution

Brand Identity & Collaterals

01.From business cards to brochures, every asset was a bold expression of the Apex Dura persona, rugged, modern, high impact.
02.Even T-shirts became moving billboards of strength and style.

Digital & Media Presence

01.We transformed Apex Dura’s static presence into a vibrant, high-recall brand ecosystem:
02.A dynamic, performance-aligned website
03.Regional radio campaigns
04.Outdoor advertising
05.Digital PR
06.Platform-specific content strategies
07.All communications spoke one unified, authoritative voice.

The Results: Strategy Into Strength

Market Impact

01.A bold, differentiated position in a cluttered TMT category
02.Significant surge in digital visibility, engagement, and brand conversations
03.Reinforced customer trust and pride
04.A modern identity linked with innovation and performance

Business Impact

10X business growth directly attributed to the end-to-end marketing ecosystem designed by Ayatiworks. Apex Dura didn’t just enter the market. It claimed its territory.

From Identity to Industry Impact

Apex Dura is now a benchmark of strength and innovation, bridging Apex Group’s industrial heritage with a contemporary market presence that resonates across South India.
Ayatiworks transformed vision into identity, identity into strategy, and strategy into market dominance.