APEX
Reach your best. Reach your Apex.
What do we do when we have—not only a great idea, but a collection of ideas that, if put together well, can work as a strong ecosystem? The Apex team understood this: they came to us seeking advice. Above all, the Apex team came to us for strategy.
The Challenge
Even though Apex’s brand identity was close to their true essence—and even closer to what it was meant to be—it was clear that this identity fell short of what its creators envisioned. Apex was on its way to becoming a true nest for people who love wellness through three main pillars: training and nutrition for the body, and community for the soul. How could we reach that state of mind—and how could we communicate it to the masses, just as importantly?
The Outcome
Then we thought visually. We came up with something simple—yet something that would become deeply meaningful to the brand. A triangle. Conceptually, the triangle brought together the three essentials: training, nutrition, and community. It also inspired the design system: a medium-weight sans-serif typeface for clarity and legibility, the “A” staircase detail referencing Apex, and a dissected isotype with subtle motion accents for flexible applications. Clean grids, abstract elements, and an urban-inspired color palette reflect routines, processes, and energy, giving the brand a structured yet adaptable visual identity.
Services
Brand RX
Brand identity: Science meets aspiration Apex became a brand that, in every word and every graphic, communicated its new science-based identity—and reflected the mindset and attitude of its members. Its typography’s angles convey strength and decision, complemented by the “A” staircase detail and dissected isotype. Soft, urban-inspired earth tones evoke discipline and consistent growth—because, even if most of the fitness world disagrees, energy alone means nothing.
