Delivering a win-win for projects and society
  • Brand
  • Communications implementation
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The only chartered organisation representing the project profession, as APM approached its 50th anniversary, it needed a new brand to reflect the organisation it had become. The brand had many demands placed on it. To represent an organisation that sets exacting standards for a profession building its profile. To reflect APM’s position as a leading, modern professional membership organisation. And above all, to reinforce the fundamental importance of project management to the world.


Purpose-led ‘When projects succeed, society benefits’ reinforces the impact of effective project management on everyone, everywhere. The graphic ‘project thread’ represents the project journey and visually connects the diverse range of stakeholders. The logo comprises a bespoke wordmark and ‘chartered crown’, hewn from the project thread of emerald green – denoting project success. The Google font, master illustration of the project ecosystem and digital membership and accreditation signifiers, deliver the reach required of this most modern of membership organisations.


  • Brand reviews, audits and research
  • Brand positioning, narrative and messaging
  • Brand values and behaviours
  • Tone of voice
  • Brand architecture
  • Visual identity
  • Implementation, launch and roll-out planning
  • Engagement
  • Brand guidelines
  • Launch communications
  • Training
Communications implementation
  • Literature and stationery
  • Merchandise
  • Copywriting

Client feedback

Frank, Bright & Abel delivered a brand that we, and the profession, can be proud of. Through the largest research programme we’ve ever experienced and delivering a brand strategy that provided us with more depth but also reflected our true sense of self, the team at Frank, Bright & Abel went on to create a visual brand that really plays to our strengths and sets us apart. I’ve learnt so much, but more importantly it has delivered a brand for APM now and for the future

Dayner Proudfoot

Head of Brand & Communications, APM

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