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Our work with APEX Motors needed to create a distinctive brand capable of becoming the new front runner in the elite road car bracket.

Results

Global Launch
Two core products launched in Hong Kong and London within the first year
Our online consultations discovered much more about the people behind the brand, the proposed design details and why they were so important to realising the lofty ambitions of its creators.

Our brand story of ‘The Racing Line’ personifies the optimal path around a track and embodies Apex’s sporting credentials, its competitive edge and its aspirations for even road drivers to feel that they lead from the front.

Further investigations inspired our brand design strategy, with the main body of the marque taking its symbolism from the unique cross shaped feature that is their rear tail light, and the La Source hairpin from the Spa-Francorchamps Circuit – a mecca for motor racing enthusiasts worldwide.
“My favourite view is around the back; notice how the horizontal light bar is intersected by a vertical light into the diffuser, thus forming the company's logo - clever”
TOP GEAR
2020