Case study · ITAD
Apto Solutions
Everything they'd been trying to say, much better said.
Apto Solutions, a pioneer in IT asset disposition in North America, grew revenue 41% year over year after CRC rebuilt its brand narrative with the founding team.
- Client
- Apto Solutions
- Sector
- IT asset disposition (ITAD), North America
- Work
- Brand identity, positioning, website narrative
- Engagement
- Founding-team extraction and relaunch
The bottleneck
The founding team had deep domain expertise and an offering with real differentiation. When they explained it, buyers got it immediately.
When the founders weren't in the room, the story shrank. The website didn't carry it either: established veterans of the industry, presented like everyone else in it. Growth was capped by how much of the story could travel without the founders.
What we extracted and built
Stakeholder surveys and in-depth interviews with the founders, run to pull out what actually made Apto different and why it mattered to buyers.
That became a Foundational Messaging Brief: the verbal identity and the proof behind it. A target-audience persona study then found where Apto's strengths met what its best customers cared about most.
Last came the story itself, written into a new website built to carry the founders' conviction to people who had never met them, and to move them to the next step.
The paper trail.
Pages from the Foundational Messaging Brief and the deck that followed.
Scroll →
What changed
Sales, marketing and go-to-market teams began working from the same story as the founders. The relaunch positioned Apto as the pioneer it was, and gave the company internal agreement on who it is, why it exists, and what it promises.
Revenue rose 41% year over year.
“We worked with CRC for our brand narrative refresh, and we were not disappointed. What impressed us most was CRC's ability to take our input, the bulk of which was quite technical, and transform that into a powerful story that really speaks to our customers. The final copy and messaging was everything we had been trying to say, much better said.”
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