Two challenges we faced on this project were 1) Identifying the unique character and assets that set Apex apart from surrounding suburbs and 2) Preserving their historic core and high standard of living in a rebranding solution.
A suburb of Raleigh, Apex is one of the region’s fastest-growing communities with 75,000+ residents yet manages to maintain its small-town charm and appeal. Here, where history and traditions run deep, it’s easy to see why Apex was designated the #1 Best Place to Live in the U.S. by Time/Money Magazine. Its convenience to big city amenities, small-town spirit and atmosphere, abundant opportunities for business and growth and high quality of life all contribute to why it’s a great place to put down roots. And why they had adopted the Peak of Good Living mantra years earlier.
With many accolades, awards and recognitions, residents were proud of their community, particularly their historically charming downtown, with 81% of residents surveyed choosing it as Apex’s most notable asset. They just hadn’t fully embraced their authentic character and the importance of preserving what they already had in place.
Change for change’s sake is never the right solution, but recognizing when something is already working can be. We took the Peak of Good Living and extended it as a brand position to communicate what was truly unique about Apex across various functions, applications and media platforms.
Brand Solution: THE PEAK OF GOOD LIVING
The Town of Apex, NC website