In support of the launch of Canadian mobile marketing solution company, Apex Mobile, I oversaw creation of logo and brand identity.

I worked remotely with the operations manager and head of sales to identify audience, landscape, competitors, and general tone of the brand.

Collaborating with a team of designers in Mexico and Serbia, we honed in on a design variation that played off the idea of “apex” as a peak or a mountain. A diamond seemed like an upscale motif that could represent flexibile mobility in any direction. We also liked the idea of the diamond blinking like a notification indicator in a mobile device.

Once a final direction was decided, a mini Brand Book was created to ensure correct and consistent usage of new logo. We also created supplemental brand collateral including Business Cards and Marketing Deck.