Our studio was asked to create a design concept for a new tech company specializing in Robotic Process Automation solutions for the hospitality industry, or as we know it, Aphy.

Aphy is short for Apheleia, the Greek goddess of simplicity. This connects the name and the brand to the divine, to an omnipresent source that, even when unseen, is known to be there, always taking care of things. This concept of omnipresence is what we wanted to infuse into the brand concept and identity, cleverly linking it to the technology behind it. Like clouds in the sky. Literally.

Through storytelling, tone of voice, illustrations, and graphic elements, we wanted to humanize technology and make Aphy more accessible and friendly, moving away from the tech-heavy aesthetic that most companies adopt. To visually bring Aphy's core values to life, we designed a series of illustrations and animations that can be applied to deliverables and serve as the primary focus on the website. Each one represents one of the brand pillars defined during the positioning and concept phase.

And because Aphy is primarily present online, we were also asked to design and develop a website that effectively translates these values and graphic identity.