Underexposed creates brand for home cycling start-up Apex


New home cycling start-up Apex has launched with a brand identity created by design consultancy Underexposed.

The founders of Apex set out to create an indoor cycling experience that is accessible to everyone.

Underexposed behind Apex launch

They have developed a premium high-performance bike that is more affordable than those of their competitors, which enables users to stream fun classes provided exclusively by top UK instructors from Boom Cycle, via their iPad or iPhone, using Bluetooth technology.

Apex has partnered with Underexposed to develop a stand-out brand identity that heroes its inclusive community; and the joy that joining its programme brings.

In order to communicate the energy and thrill of the ride, the brand system has been designed to adapt and move, with the shifting shape referencing fluctuations in heart rate and the changing intensity of Apex ride segments.

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Sports launch: Apex launches brand during lockdown.

The new logo is based on an apex, representing the brand’s name and the post-workout high experienced by Apex members.

The logo’s inner circle is a subtle reference to cycling, while also symbolising the home as the centre of the Apex community.

The new identity also uses a number of different apex icons, featuring the core shape at different scales and widths.

Upbeat brand

Underexposed has developed a tone of voice which is in line with the Apex values: upbeat, inclusive and smart, in order to engage people with a kick of energy and invite them to get involved.

Straplines, to be used across various Apex assets and marketing output, include “READY FOR THE RIDE?”, “JOIN A COMMUNITY. NOT A CLASS” and “GOOD (SWEATY) FUN”.

As part of the launch, Underexposed has also designed and built a new digital platform for Apex.

The site enables visitors to pre-order an Apex bike, which will become available in June, and find out more about its offering.

Home sport: Lockdown is leading to a rise in home sports pursuits.

The agency has also created a number of static and video assets to run across social channels.

Apex is launching during a period of growth for the indoor fitness sector; as people seek new ways to keep fit at home during lockdown.

Andy Broadwood, Creative Director, Underexposed, said: “From brand story, values and positioning through to tone of voice, photography and digital assets, we have worked with Apex to give them a stand-out presence that celebrates the inclusive community and good (sweaty) fun that joining brings.

“Right from the off, it was obvious that Apex were ready to shake up the fitness market. We partnered with them to develop a brand that stood out against those of their competitors; and that reflects the joy and the fun that Apex offers – to everyone.”

Simon Cook, Co-Founder, Apex, added: “The team at Underexposed have been an outstanding and integral creative partner for Apex since our inception.

“A super- talented bunch of designers and developers – and a pleasure to work with.”