Branding / Design / Typography

In the world of auto racing, lightweight performance wheels can make all the difference. Yet, with the surge of flimsy “fashion wheel” brands claiming to offer high-performance at competitive prices, it’s hard for true racing enthusiasts to discern real quality.

Enter Apex—a company dedicated to engineering elite racing wheels that deliver unmatched performance and value. To help Apex stand out and convey their commitment to authenticity, they partnered with Gold Front, a renowned San Francisco design agency known for helping pioneering companies carve out new market categories.

When Gold Front first met with Apex’s CEO, Eddy Pintacsi, it was clear that despite their superior product, customers were unaware of the real difference Apex wheels could make on the track. Together, they embarked on a mission to redefine Apex’s brand and positioning, ensuring that their core message of “Real Performance” resonated loudly and clearly. Gold Front helped identify and name the key problem Apex solves: “The Great Knowledge Void.” This concept highlights the confusion in the market where any brand can make performance claims—whether true or not—leaving customers unsure of whom to trust.

Gold Front crafted a bold and urgent brand identity for Apex, designed to cut through the noise and misinformation. The new identity features arching curves and high-contrast colors that grab attention on the track, where it matters most. This visual dynamism is paired with a strong narrative about Apex’s rigorous testing standards and commitment to truth. By weaving this sense of urgency into every aspect of their branding and communication, Apex positions itself as the leader in its category—a “Category of One” brand.

Through this comprehensive rebrand, Apex and Gold Front have successfully conveyed that when it comes to racing, there’s only one thing you can trust: Real Performance. For those who risk everything on the track, Apex stands alone, offering genuine value and unmatched quality. It’s more than just wheels; it’s a pledge to racing enthusiasts everywhere to deliver the best, and nothing less.

Gold Front