Corporate Headquarters | Mason, Ohio
We are a multi-disciplined design studio and this project used them all:
Architecture & Interiors – A linear experience was adopted and included a new customer experience entrance, theater, lab and conference center. The design is a 3D tour through the new Apex logo, using the cams and radius elements to divide, articulate and express each of the individual spaces.
Exhibit – The logo vocabulary was extended into the design of the entry elements, theater screens, product demo stage, cabinetry & graphic elements.
Lighting – LED’s were installed throughout the space. The major markets that Apex caters to can be color coded and illuminated with the touch of an iPhone. Lighting extends the screen areas & links the spaces together.
AV – We created a series of videos to introduce Apex to their various audiences. The Apex story is delivered in 3 acts—aligned to the message architecture and graphic guidelines. 6 HD rear-screen projectors & 8 channel audio deliver the story. All video was composed on a single 11000 x 1300 pixel canvas and split over 5 screens. iPhones can cue up specific videos depending on the visitor.
Showroom – Viewers then pass through into the Innovation Lab to see a live demo of their Apex solution. Machines are composed on an easily reconfigurable stage and controlled from a central demo station.
Apex represents our most integrated branding project ever. We are proud to have it as a model for future work.
Our redesign of the Apex brand has taken many forms over the last two years. Most recently, we’ve shared how a logo can be used as inspiration in designing architecture. The new Apex CXC (Customer Experience Center), Innovation Lab and Conference Center are great examples of how a logo can be transformed and manipulated to create 3D space. We’ve also used our own graphics guidelines to design and author the Apex CXC multimedia show through motion graphics and storytelling. But the guidelines are really to help the in-house marketing staff keep a consistent look and feel to all Apex communications. A few print examples are shown above.
The Apex Customer Experience Center is part of a brand identity, graphic guidelines and message architecture program, all designed by White Design Studio. Apex is a global company specializing in maximizing customers’ supply chain efficiency. Apex is located in a newly renovated facility, north of Cincinnati, in Mason, Ohio. We designed the Apex CXC to communicate their value to various audiences.
