Pelium
Building the Future of Real Estate Finance
More Than Returns — A Commitment to Sustainable, Intelligent Asset Management
This case study is part of our Brand Essentials series—an example of how our Minimum Viable Brand (MVB) helps courageous startups build and launch custom, scalable brands with just the essentials.
Built on Legacy. Designed for What’s Next.
Pelium is a best-in-class commercial real estate (CRE) asset management platform, delivering seamless, integrated solutions exclusively for Apollo Global Management, Inc. With deep industry expertise, a performance-driven team, and a rigorous analytical approach, Pelium consistently achieves exceptional results—maximizing value, mitigating risk, and driving sustainable growth in real estate investments.
Built to support Apollo’s expansive CRE portfolio, Pelium exists to set a new industry standard—where discipline meets innovation, and financial returns are matched by long-term resilience.
Showcase: Merit Brand Essentials
A focused toolkit for courageous startups building and launching custom, scalable brands.
Merit designed and built the Brand Essentials for Pelium to match the scale of its ambition: a sharp, strategic brand foundation designed to signal excellence from day one and grow with the company’s evolving vision.
Background
Designed to Signal the Known and the New
Pelium was created to bring a new standard to commercial real estate asset management—one rooted in precision, performance, and long-term value creation. Built to serve Apollo Global Management’s expansive real estate portfolio, Pelium integrates decades of investment experience with modern, tech-forward solutions that drive sustainable growth.
But with a new name, a lean team, and a bold vision, Pelium needed a brand that would earn instant credibility and scale with its ambitions.
We crafted a core brand strategy that reflected Pelium’s analytical rigor and differentiated expertise, then brought that strategy to life through a confident, future-ready identity designed to grow with the platform.
Approach
Brand Essentials
A Brand Essentials is an approach for early-stage businesses to define the essential elements of their brand, focusing on core values, target audience, and messaging, to launch quickly and efficiently launch, laying a foundation to build into full-fledged branding.
The MVB Process in 5 Steps
01
UNDERSTAND
Understand the Opportunity
Gather key inputs and emerging hypotheses about the brand's opportunities and set a clear baseline for measuring success.
02
EXPLORE
Explore expression
Generate ideas for bringing the brand to life in meaningful ways for the audience.
03
DECIDE
Decide on a direction
Review storyboards and sketches to align around a creative direction.
04
DESIGN
Design the brand fundamentals
Craft a distinctive visual identity that embodies the brand's essence.
05
APPLY
Apply the brand
Create key assets to launch the new brand out into the world.
Services
Brand Essentials
Brand Strategy
Visual Identity System
Brand Starter Kit
Brand Guidelines
Website
Email
LinkedIn
Apparel
Visual Identity System
Financial Intelligence, Insight, and Vision.
The Pelium visual system reflects the brand’s foundation in financial intelligence, strategic foresight, and future-focused vision. Clean lines, structured grids, and minimalism convey trust and analytical clarity. Directional motifs, abstract financial graphics, and refined motion signal momentum and long-term growth. A deep green and graphite palette with light green accents balances stability with innovation. Modern sans-serif and classic serif typography ensure clarity and credibility, while custom icons and modular components scale seamlessly across platforms.
The result: a confident, future-ready identity rooted in insight and impact.
Check out our Brand Essentials
Who is this for?
The MVB process is
specifically designed for
organizations that need to
build a brand in a thoughtful
way, but have limited time
and resources.
Startups needing a brand
Organizations that have been around a while but need to quickly change course because of external pressures. (or) Early-stage ventures who need a brand to help legitimize their offering
Existing brands needing to pivot
Organizations that are adding a new product or service and want to test the market or that have been around a while but need to quickly change course because of external pressures
Intrapreneurs needing to extend a brand
Organizations that are adding a new product or service and want to test the market