Apex Motors, an elite racing car brand, partnered with underscore to create a unique, distinctive brand identity. The challenge was to balance the need for sustainability with the feel of an authentic racing experience. underscore’s solution was a deep-dive into the potential audiences, proposed design details, and the importance of the right brand to Apex’s ambitious goals.
The result was a brand story that personified the optimal path around a track, ‘The Racing Line’. The brand design strategy took inspiration from Apex’s unique cross-shaped rear tail light and the La Source hairpin – a Mecca for motor racing enthusiasts. The result was a distinctive brand that not only reflected Apex’s status as a front-runner in the elite road car bracket but also embodied the goal for Apex drivers to lead from the front.
- Deep understanding of the audience is key to creating a brand that resonates.
- Embedding unique product features into the brand design strategy enhances brand distinctiveness.
- Strategic storytelling can effectively communicate brand values and identity.