Project Overview

At Apex, fitness is personal. While everyone’s starting point is different, the goal is the same: to help each individual reach their healthiest self. This inclusive ethos is at the heart of the Apex brand — a gym where elite athletes train side by side with everyday people, and where support and encouragement are prioritised over judgement.

The visual identity was designed to reflect this philosophy. The logo combines the letter A with a stylised path rising to the apex — symbolising progress, determination, and personal growth. A custom typeface was also developed to give the brand a distinct, ownable voice.

Apex is open to all — from seasoned athletes to those just beginning their fitness journey. Deliverables included the core brand identity, custom font, member T-shirt designs, signage, team apparel, and a complete social media toolkit.