In a market flooded with flimsy “fashion wheel” brands posing as high-performance, Apex stands apart—engineering elite racing wheels at an unmatched price point. Partnering closely with CEO Eddy Pintacsi, a new category strategy and brand was developed to bring the promise of Real Performance to life.
The rebrand introduced lifestyle photography that captures the full experience of life on and around the track, reinforcing Apex’s deep connection to racing culture. A bold new logo, type system, and color palette were designed to honor the heritage of motorsports while feeling fresh, modern, and built to endure. Following the initial strategy and brand phase, we entered a long-term creative partnership that extended over a year, leading to a wide range of design deliverables—including wheel caps, event booths, apparel, social media assets, campaigns, and a full website reskin.
Through this transformation, Apex’s brand now fully reflects its unwavering commitment to performance, authenticity, and racing excellence.
