Apex's Rebrand: Elevating the Standards of Racing Wheels

Designed by Gold Front

In recent years, the auto racing industry has been inundated with a proliferation of flimsy "fashion wheel" brands that falsely claim high-performance capabilities. Apex, however, distinguishes itself by meticulously engineering elite racing wheels at an unbeatable price point. When Gold Front first connected with the team at Apex, their customers were largely oblivious to this significant difference. To remedy this, They embarked on a close collaboration with Apex CEO, Eddy Pintacsi, to craft a compelling new category vision and brand identity that decisively set Apex apart from its rivals.

Central to this strategic overhaul is an ethos succinctly captured in two words: "Real performance." This is the unwavering principle that Apex is committed to upholding. The rebranding initiative has infused a much-needed dose of authenticity and integrity into the wheel industry, effectively placing Apex in a category of its own.

The impact of the rebrand has been profound. The introduction of the new brand identity and point of view has not only clarified Apex's unique value proposition but has also resonated powerfully with the target audience. This has resulted in a dramatic surge in sales, affirming Apex's position as a true leader in the market. The rebrand has not only differentiated Apex from its competitors but has also set a new standard in the industry, one that emphasizes genuine performance and quality.

Josh Lowman is the founder of Gold Front, a leading category design studio renowned for its transformative impact on the business landscape. With a wealth of experience and a keen strategic mind, Josh has been a pivotal strategic and creative advisor to a vast array of founders and CEOs. His clients share a common ambition: to carve out and lead new market categories with vision and authority.

Josh's influence extends to some of the most successful and disruptive companies in the world. His work with Uber, for instance, helped to revolutionize the transportation industry, setting new standards and expectations. At Qualtrics, Josh's category design expertise played a crucial role in the company’s ascension to the forefront of experience management. Similarly, his strategic guidance for Clari has been instrumental in shaping their path to becoming a leader in revenue operations.

Through Gold Front, Josh Lowman continues to push the boundaries of what's possible, empowering companies to not just participate in their industries, but to redefine them. His contributions have consistently resulted in groundbreaking shifts, helping businesses to achieve extraordinary growth and to secure their positions as market leaders.

Apex's Rebrand: Elevating the Standards of Racing Wheels

In recent years, the auto racing industry has been inundated with a proliferation of flimsy "fashion wheel" brands that falsely claim high-performance capabilities. Apex, however, distinguishes itself by meticulously engineering elite racing wheels at an unbeatable price point. When Gold Front first connected with the team at Apex, their customers were largely oblivious to this significant difference. To remedy this, They embarked on a close collaboration with Apex CEO, Eddy Pintacsi, to craft a compelling new category vision and brand identity that decisively set Apex apart from its rivals.

Central to this strategic overhaul is an ethos succinctly captured in two words: "Real performance." This is the unwavering principle that Apex is committed to upholding. The rebranding initiative has infused a much-needed dose of authenticity and integrity into the wheel industry, effectively placing Apex in a category of its own.

The impact of the rebrand has been profound. The introduction of the new brand identity and point of view has not only clarified Apex's unique value proposition but has also resonated powerfully with the target audience. This has resulted in a dramatic surge in sales, affirming Apex's position as a true leader in the market. The rebrand has not only differentiated Apex from its competitors but has also set a new standard in the industry, one that emphasizes genuine performance and quality.

Josh Lowman is the founder of Gold Front, a leading category design studio renowned for its transformative impact on the business landscape. With a wealth of experience and a keen strategic mind, Josh has been a pivotal strategic and creative advisor to a vast array of founders and CEOs. His clients share a common ambition: to carve out and lead new market categories with vision and authority.

Josh's influence extends to some of the most successful and disruptive companies in the world. His work with Uber, for instance, helped to revolutionize the transportation industry, setting new standards and expectations. At Qualtrics, Josh's category design expertise played a crucial role in the company’s ascension to the forefront of experience management. Similarly, his strategic guidance for Clari has been instrumental in shaping their path to becoming a leader in revenue operations.

Through Gold Front, Josh Lowman continues to push the boundaries of what's possible, empowering companies to not just participate in their industries, but to redefine them. His contributions have consistently resulted in groundbreaking shifts, helping businesses to achieve extraordinary growth and to secure their positions as market leaders.