APICO was launching a new practice and needed a brand and web presence built from scratch—one that could establish credibility with high-net-worth clients and corporate legal teams. The visual identity had to convey professionalism and discretion without relying on overused industry tropes. The website needed to function as a polished digital business card at first, while leaving room for future capabilities like secure client portals where customers could access case findings. Building a brand and site in tandem requires close collaboration, but it also creates an opportunity: when both are developed together, the result is a cohesive experience that template-based approaches can't match.

For the brand identity, we pursued a minimalist, premium direction. Early on, we intentionally avoided the predictable "eye" icon that saturates the investigation industry, opting instead for a refined magnifying glass mark that felt distinctive without being obscure. For the website, we began with wireframes and iterated with the client until the layout and hierarchy felt right. Development was built on our Linkbase Camp codebase, ensuring fast load times, creative flexibility, and a foundation that can support authenticated client features down the road.