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 reached an agreement to better serve the small business community, particularly those pursuing government contracts. With this new emphasis, PTACs were rebranded as APEX Accelerators. To align with 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 this transition and develop a brand identity that reflected the association’s mission, manage the rollout across social media channels, and sustain its digital presence through social 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, a survey was designed and distributed across member locations to gather feedback on potential naming conventions for the association. 

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

For the new NAPEX logo, we produced multiple variations in different sizes and color treatments, with and without the tagline. Following board approval, the new name and logo were officially launched, supported by a comprehensive 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, to sustain momentum, Crayons & Marketers was contracted to manage social media for NAPEX LinkedIn, Facebook, and X. We developed engaging content to build awareness of the new brand, including a walkthrough video of the updated website, video testimonials, branded quote and service-line graphics, and ongoing promotion of 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 and produced ongoing posts highlighting events, resources, and government contracting news, which further fueled audience growth and engagement. Most notably, the NAPEX LinkedIn page, launched and managed by Crayons & Marketers, organically grew to nearly 3,000 followers within two years.