APPARTE
Apparte is an emerging architecture studio led by principal Otto Henkell, founded on the belief that good design is inclusive and accessible. JAC AND partnered with Apparte to create a robust strategy for Otto’s dual focus of architecture and product design. A new brand narrative brought both streams together for design-led audiences and built a solid commercial foundation for his business.
A strategy-led portfolio
As a small studio with a limited portfolio, the challenge for JAC AND was how to showcase Otto’s exceptional skill and thoughtful approach. Reflecting his pragmatic outlook, a brand storytelling framework was developed that highlighted the small gestures over grand visions, with photography similarly focused on the details and intelligence within each space. By investing in leading architectural photographers for Apparte’s portfolio, the calibre of the brand and its place with the design community are immediately established.
Product design, by an architect
As a born problem solver, Otto also designs and crafts furniture tailored to specific spaces, complementing his traditional architecture. By stripping this sub-brand back to one hero product, JAC AND expanded Apparte’s presence and opened new channels to reach design-led audiences. Every product interaction becomes an opportunity to introduce Apparte to an aspirational new client who appreciates the value of excellent design on any scale.
“JAC AND has armed my practice with more than an identity. Apparte now has strategy and clarity. A brand system that can house both architecture and product design.”
Rest, assured
DreamPop is a flexible bedroom furniture system by Apparte. Creating a sub-brand for this design-led piece involved a dreamy photoshoot, a suite of branded storytelling elements, printed instructions, and social media-ready imagery. Launching DreamPop not only introduces an intuitive, beautifully designed product to an architecturally minded audience. It has established a system for future sub-brands to be launched in parallel with Apparte’s ongoing architectural endeavours.
Ready to flex
Apparte brings together architecture, design and product — all connected by a clear philosophical thread. With solid foundations in place and a brand strategy that speaks directly to an immediate network of potential clients, the studio is positioned for steady, thoughtful growth. JAC AND continues to partner with Apparte to elevate the brand experience and support its journey as the practice evolves.
Folio documentation by Ben Moynihan. Motion by Hamish Payne.
