2026
Apico
Apico is a nail brand with a bold visual identity. We shaped its brand narrative and turned it into scroll-stopping short-form campaigns.
Brand Narrative
Short-Form Production
Apico is loud on purpose, and the identity was already there — color, humor, an unmistakable point of view. What was missing was a story holding it together, so every post read as a one-off instead of a chapter. We gave the noise a narrative.
A strong look isn't the same as a strong story.
Apico could stop a scroll and then had nothing to say once it had your attention. Individually the posts worked. Collectively they described nothing — no running idea, no reason to come back, no sense of a brand with a position. Identity got them looked at. Narrative was what would get them remembered.
We gave it something to keep saying.
One organizing idea, expressed across three content formats that could run indefinitely without repeating themselves. Scripted short-form built to be quoted rather than admired, plus a set of visual rules loose enough for the brand to keep improvising inside them.
Results
Two months after launch the difference showed up first in the comments, then everywhere else. Shares outpaced likes, which is usually the sign that people are using your content to say something about themselves.
5.2x
Shares
Content people forwarded rather than liked.
+310%
Followers
Growth from people who found it, not who were served it.
+120%
Comment rate
Conversation, not applause.
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