Eli Liecthy is an experienced entrepreneur, engineer, and the owner and CEO of BS LLC client, Empower Manufacturing. As he began to pursue future investment and acquisition opportunities for his closed private equity fund, he realized he didn’t have a platform with which to engage business owners. We sought to create a brand that expressed his values as an investor and skills as an operator. Apricus is a word that means warmed by the sun—a reflection of the principal’s optimism as well as his scientific knowledge. To connect back to Eli’s portfolio, we intentionally designed the Apricus identity to connect visually with Eli’s first acquisition, Empower Manufacturing.