Client:
Apex Building Surveyors
Scope:
Branding and Identity
Year:
2023
Brand Refresh for Apex Surveyors
about.
This project focused on refining and modernising the existing brand identity to ensure consistency and visual cohesion across all touch-points as the brand introduces a new subsidiary.
The work involved subtle logo adjustments, updated colour and typography palettes, and refreshed layouts for key brand assets. The goal was not to reinvent the brand, but to enhance its clarity, alignment, and contemporary appeal — bringing a more unified and professional presence while preserving the core essence that defines the brand’s identity.
challenge.
The previous brand identity, while functional, felt dated and lacked a strong visual presence. The logo design in particular didn’t give enough emphasis to the word APEX, making the brand name less impactful and memorable. The challenge was to modernise and align the brand’s visual language—updating its look and feel without losing the familiarity and trust that the existing identity had built.
results.
The final design outcome differs from initial concept due to differing stakeholders' views. Through several rounds of revisions, the design evolved to reconcile these contrasting viewpoints, prioritising cohesion and brand consistency. Although the end result differs from my original direction, it represents a considered compromise that respects both perspectives while maintaining clarity and visual integrity. it reflects a thoughtful balance between design intention and client goals—showcasing flexibility, collaboration, and responsiveness as essential parts of the creative process.
Final deliverables included a set of main and subsidiary logos, corporate stationery and templates — ensuring the client has a flexible and unified toolkit to maintain visual consistency across all touch-points.
