Arthur Humeau
Founder · Creative Director
In their own words
We’re no longer the small agency we once were.
We act as the design department of a tech company.
Coherence across every deliverable is non-negotiable.
We thought of what could be described as a ‘dual identity,’ one that would merge the bold lifestyle of digital entrepreneurs with the refined, premium feel of a modern bank.
It felt like we challenged ourselves to create a brand that’s serious and professional, yet still stylish enough to be the kind of logo you’d proudly wear on a T-shirt.
Articles & interviews
- Arthur Humeau Transforms Brand Appart into Key Creative Partner
The Brand Identity interviews Arthur Humeau, founder of Paris-based studio Brand Appart, about the agency’s evolution from a freelance product design practice into a fully integrated creative partner for tech companies. Humeau discusses the studio’s rebrand, growth into enterprise-level projects across Europe and the Middle East, and its philosophy of combining branding and product design to deliver cohesive, scalable identities. The conversation highlights Brand Appart’s structural maturity, collaborative approach, and commitment to sustainable creativity through a 4.5-day work week.
- Brand Appart’s ‘dual identity’ for Incard is a playful tug-of-war between corporate and cool
Brand Appart has created a bold new brand identity for fintech company Incard, balancing corporate professionalism with lifestyle appeal. The Paris-based studio developed a dual visual system featuring two complementary logos and a custom wordmark inspired by Swiss typefaces. The rebrand emphasizes approachability and modernity, extending across digital and physical touchpoints like bank cards and branded coins.