Apex Logistics
A twenty-year-old freight company whose reputation had outgrown the way it looked. We kept the name, the colour and the trust, and rebuilt everything else.
- Client
- Year
- Scope
- Live site
- Visit
The problem
Apex moved freight for some of the largest manufacturers on the east coast and looked like a company that moved boxes for one. Twenty years of work had left them with four logo variants, a website last touched in 2014, and a slide deck their own sales team apologised for before opening.
The instinct in the room was to start over. The audit said otherwise: the name carried real weight, and their orange was the one thing customers could recall unprompted.
What we did
- Audit first. Every live asset in one inventory — 60 of them, across eleven depots. Half were still running a mark retired in 2011.
- Kept the name and the orange. Redrew the mark around them so it reads at 16px in an email signature and at four metres on a trailer.
- Built the type system. One family, four weights, and a spec for the one thing they produce constantly: the rate sheet.
- Rebuilt the site around what enterprise buyers actually check — coverage, compliance, and who answers the phone at 3am.
- Sequenced the rollout by cost, so digital changed in a week and vehicle livery changed at scheduled repaint.
They didn’t need a new company. They needed the one they already had to be legible.
Outcome
- One mark in use across all eleven depots within four months, down from four.
- Sales stopped rebuilding their own decks — the template covered 90% of pitches.
- The rate sheet, their highest-volume document, went from three formats to one.
