Despite lip service, evidence shows that it is still difficult for women to reach the top in many industries, and striking the right balance between work and home commitments is often a struggle. To address these issues and more, Research Media has developed APEX, an entirely new brand designed to appeal to ambitious female MBAs and entrepreneurs who are starting out in their careers.

 

The brand is supported by a website with a view to developing a hardcopy publication. In the development stages of the APEX brand, the editorial team identified three core pillars upon which content would focus – Workplace, Education, and Community. With the marketing and editorial teams respectively busy building upon a strong network of contacts and conducting high-level interviews, the design team set to work developing the visual identity of the brand. The three lines of the APEX ‘A’ logo were developed to represent the three core editorial pillars, including overlapping arms or similar colours, to represent the combined strength of the three elements visually. A contemporary, sans serif font also reflects the modern values APEX represents.

 

The site was subsequently designed and developed to create a bold but inclusive environment in which to navigate a host of inspirational articles and features both about and for women in business.