Case Study: National APEX Accelerator Alliance (NAPEX) 

Services: Rebrand, Logo Design, Naming, Social Media Management 

Background 

The National APEX Accelerator Alliance (NAPEX) represents the nationwide network of over 300 APEX Accelerators. Managed by the Department of Defense (DoD) Office of Small Business Programs (OSBP), these accelerators offer no-cost assistance and resources to businesses interested in government contracting.   

Challenge 

APEX Accelerators were formerly known as Procurement Technical Assistance Centers (PTACs). The association representing the centers was called the Association of Procurement Technical Assistance Centers (APTAC). 

In late 2022, the Department of Defense and the Small Business Administration agreed to better serve the small business community. This effort was particularly addressed towards those pursuing government contracts. With this new emphasis, PTACs rebranded as APEX Accelerators. To accommodate the rebrand, APTAC required a new name, a refreshed visual identity, and a strategy to communicate these changes.

APTAC partnered with Crayons & Marketers to lead the transition and develop a brand identity that reflected the association’s mission. Crayons & Marketers also managed the social media rollout across channels and maintained NAPEX’s digital presence through media management. 

Solution 

Working closely with the APTAC Board of Directors, Crayons & Marketers facilitated discovery sessions to identify the core messages the association wanted to convey. We also sought direct input from PTAC members. To capture their perspectives, Crayons & Marketers designed and distributed a survey across member locations to gather feedback on potential naming conventions for the association. 

Based on survey results, Crayons & Marketers developed a list of possible names, with National APEX Accelerator Alliance (NAPEX) ultimately selected, along with a new tagline. Crayons & Marketers used the APEX Accelerators brand identity as inspiration. The team created a visual identity that complemented its design and color palette.

For the new NAPEX logo, we produced multiple variations in different sizes and color treatments, with and without the tagline. After board approval, Crayons & Marketers launched the new name and logo, using a style guide to ensure consistent brand standards. 

To introduce the transition, we launched a social media campaign announcing the change through posts and updated banners. To strengthen brand presence at events, we also designed promotional items, including a tablecloth, pull-up banner, and rack cards. 

Finally, Crayons & Marketers took on social media management for NAPEX’s LinkedIn, Facebook, and X accounts to sustain momentum. We developed engaging content to build brand awareness. This included an updated website walkthrough, video testimonials, branded quote and service-line graphics, and promotions for APEX Accelerator events and government contracting news.

Result 

The development of the new brand identity, combined with a strategic social media rollout, enabled NAPEX to effectively engage its target audience on LinkedIn, Facebook, and X. Crayons & Marketers maintained a monthly social media calendar to further fuel audience growth and engagement. This included ongoing posts highlighting events, resources, and government contracting news. Most notably, the NAPEX LinkedIn page, launched and managed by Crayons & Marketers, organically grew to nearly 3,000 followers within two years.