APTUS

Redefining routes into energy careers

A future-facing brand and website to reflect the changing energy careers landscape

Sector

Energy and Skills

Location

Expertise

What we delivered

Brand strategy
Visual identity
Digital content
Website development

OGTAP was one of the UK energy sector’s most established apprenticeship schemes. But as the industry evolved, the programme’s image was increasingly out of step with the future workforce it needed to attract.

The legacy brand lacked cut-through with younger audiences - especially those underrepresented in the sector. With skills needs evolving and competition for talent intensifying, the programme needed a clear identity that would stand out and stay relevant.

We used our deep understanding of the energy transition to reposition the programme for the next generation of apprentices. That meant more than a visual refresh - it meant defining a new narrative centred on agility, ambition, and future readiness.

Shaping brand and digital from insight out

Our work spanned naming, identity, and digital strategy, shaped by market trends and audience insight.

Name and brand development

Drawing on future skills analysis and audience research, we developed the name “APTUS” - a confident signal of adaptability and preparedness for change.

Creative direction

We designed a future-focused identity that signalled movement, opportunity and inclusivity. The new logo, colour palette and graphic language gave the brand a fresh, ownable visual system.

Website and digital platform

A fully redesigned site became the programme’s digital hub - clearer journeys, stronger storytelling, and a responsive build supported by an intuitive CMS.

Collaboration and launch

We worked with delivery partners and a cross-sector steering group to guide the transition, with launch activity including stakeholder briefings, analytics and ongoing optimisation.

“OGTAP has a proud history, but we recognised the need to refresh it to stay relevant and reach a wider audience. Aspect worked with us to develop the APTUS name, brand and website as a step forward - fresh, engaging and aligned with where the sector is going. We’re proud of what we’ve created together and confident it gives the programme a strong foundation for the future.”

Stephen Marcos Jones
CEO, OPITO

Project highlights

Built for life beyond digital

We delivered a visual identity designed to flex across digital, print and physical environments - from websites to workwear.

From legacy to launchpad

We repositioned the programme as a dynamic, accessible route into energy - aligned to future skills and sector ambition.

A modern brand for a changing energy workforce

The new APTUS brand gave industry partners a distinctive, modern identity that aligns with the sector’s net zero ambitions. With a sharper digital presence and more inclusive positioning, the programme is now equipped to reach a broader applicant base and better reflect the evolving energy landscape.