Applebaum is a brand identity firm specializing in name development, branding systems, and marketing communications. We have been helping clients create successful identities for new products, companies, and services since 1982.


The rising cost of gasoline impacts everyone. In response to this emotionally charged issue, Irving Oil initiated a partnership with major retailers such as Shaw's to establish a unique rewards program that would drive down the cost of gasoline while building equity for their US business. They looked to Applebaum for a branded service identity that would cue the category, capture consumer sentiment, and also appeal to corporate partners. Applebaum created the name Override, which achieves all of those objectives and clearly conveys the end benefit with a compelling sense of empowerment.