Case Studies July 16, 2025

Aptive Branding Improves User Engagement and Loyalty

Discover how branding solutions implemented in this branding case study helped Aptive Resources achieve a +32.54% engagement rate uplift and significantly boost user loyalty with federal agencies.

About Aptive

BSA’s comprehensive branding services made Aptive’s brand more distinct and engaging.

Aptive Resources is a government consulting firm that helps Federal agencies serve the people better by blending innovation with empathy and mission focus. With many brands offering similar services, Aptive needed a brand identity that would set it apart and help with communicating its distinct ethos. Aptive Resources chose to partner with Blacksmith Agency to undertake a comprehensive branding initiative. The goal was to create a memorable identity and distinguish the brand in a way that resonates with federal audiences.

Services Delivered

To help our clients stand out and build authentic connections with their audience, we provide end-to-end branding solutions.

Brand Strategy

Before you can have a great look, you need a great story. We work with you to answer the big questions: Who are you, what makes you special, and how do you communicate it in a way that truly connects with your customers?

Creative Branding

This is where your brand comes to life visually. Our creative team will create a complete visual system. This includes everything from your logo and color palette to the style of your photos, creating a professional, cohesive, and memorable look.

UI/UX Design

We translate your new brand identity into a seamless digital experience. We ensure your brand story, message, and visuals are integrated into every part of your site. Our team also works to guarantee that users have a smooth, engaging, and intuitive experience that consistently reflects your core brand values.

Inconsistent Brand Integration Across Pages

While the homepage showcased brand colors and typography effectively, this consistency did not carry through to inner pages. These pages often appeared plain, lacking color, branded elements, or a cohesive visual identity. The inconsistency created a disjointed user experience and weakened the overall impact of Aptive’s branding.

Overreliance on Generic Imagery

Much of the site leaned heavily on generic stock-style photography rather than authentic visuals that represented Aptive’s people and culture. This reduced credibility and made the digital experience feel less personal, missing an opportunity to connect with visitors on a human level.

Unrecognizable Iconography

The site relied on default, off-the-shelf icons that felt disconnected from the brand identity, making the overall design appear less professional and cohesive. Instead of reinforcing the brand’s story and contributing little to recognition or brand recall.

The Solution

Brand Identity Development

We developed a core messaging framework to highlight their human-centered, innovative approach, creating a clear brand story. This new voice was brought to life through a complete upgrade of their visual identity, including a new logo, color palette, typography, and other creative assets that were immediately integrated into the landing page.

Human-Centered Visual Storytelling

Instead of relying on generic stock imagery, the new design introduced authentic, people-first visuals that bring Aptive’s mission and values to life. From team collaboration shots to professional portraits, the imagery now reflects Aptive’s emphasis on culture, creativity, and client partnerships while making the brand feel more approachable and trustworthy.

Clear and Branded Calls-to-Action

While the old site relied on generic and uninspired CTAs, the new design used branded action prompts that are both visually striking and aligned with Aptive’s tone of voice. Instead of blending into the background, CTAs now stand out with bold typography, clear directives, and branded styling.