Apex Motors

I was asked to create an identity for a new automotive brand called Apex Motors during my time at Underscore. There was a want for a distinctive brand, capable of becoming a new front runner in the elite road car bracket. As part of my solution, the brand story of ‘The Racing Line’ was formed. The line personifies the optimal path around a track and embodies Apex’s racing credentials, its competitive edge and its aspirations for road drivers to feel as if they lead from the front. 

A conversation around motor sport and our brand story with the client, got us talking about the La Source hairpin from the Spa-Francorchamps Circuit and it’s sharp angle, this idea was brought forward in our development of a marque. The main body was inspired by a scamp drawing of the rear tail light of the new AP-0, shown at the briefing stage. This car was still in development at the time, so there was a challenge on making sure the marque was just right for the future reveal of the hypercar.

Coming from a family of motorsport enthusiasts, it was a pleasure working with this client and helping their brand come to life.

sam-miles.com (Motion)