"It's been a fantastic collaboration with Valiant. Thank you for your creativity, patience and professionalism. Great job."

Ted Pulfer. Sales & Marketing Director

Engineering a new standard in data centre cooling

Apx emerged at a pivotal moment for the industry. With AI workloads accelerating and compute densities increasing, expectations around mission-critical cooling have fundamentally shifted. Performance can’t be assumed. It has to be engineered with precision.

Born from deep heritage within LFB Group’s data centre division, Apx brought decades of technical expertise and real-world experience. What it needed was a brand that reflected that capability and leadership.

This wasn’t simply a renaming. It was an opportunity to step forward with clarity and define a distinct position in an increasingly complex, performance-driven market.

Valiant was engaged to articulate that shift, to create a brand that balanced engineering credibility with commercial confidence, and that could scale as Apx expanded across Europe.

Building a brand grounded in precision, experience and partnership

The data centre cooling market is crowded with broad claims and catalogue-led propositions. Apx’s strength lies elsewhere: anticipating real-world constraints, designing out inefficiencies and delivering systems that perform reliably under pressure.

Using our Value Realisation methodology, we established a strategic foundation shaped around three core pillars: precision, experience and partnership. This included analysing the competitive landscape, mapping key stakeholders across operators, consultants and contractors. Identifying the space between standardised solutions and fully engineered collaboration.

From that work, we defined a clear positioning:
Apx. Experience is our edge.

This became the anchor for the brand narrative – focused not on abstraction, but on applied engineering intelligence.

The visual identity and messaging framework were designed to communicate stability, innovation and confidence. Technical enough to resonate with engineers and operators, yet commercially sharp enough to support growth conversations with partners and investors.