Client: Apex Concepts (formerly METTA)
Owner: Christian Alvarez
Project: Complete Rebrand with Brand Bible
The Challenge
Christian Alvarez, the owner of Apex Concepts, returned to By Shade for a full rebrand after previously working with us on branding for his original business, METTA. While Christian loved the initial design work, he decided to pivot with a new name and refreshed identity to better align with his evolving vision and goals. The rebranding needed to maintain the professional and innovative feel of the previous brand while introducing a fresh, distinct identity under the name "Apex Concepts."
The new branding required a complete brand bible, including logos, multiple font options, a cohesive color palette, and custom social media icons. The goal was to create a versatile, future-proof identity that would be seamlessly adaptable across all platforms and media.
The Process
This rebranding project was a testament to the strong working relationship between By Shade and Christian. Having worked together before, we understood his preferences and creative direction, making the process efficient and collaborative. The project included three revisions and was completed in approximately four weeks.
Key Deliverables:
- Logo Suite: A versatile set of primary and secondary logos designed for flexibility across digital and physical applications.
- Typography: Multiple font choices tailored for headers, body text, and accents, ensuring consistency and readability.
- Color Palette: A thoughtfully curated palette with hex codes for easy use, embodying professionalism and forward-thinking innovation.
- Social Media Icons: Custom-branded icons designed to complement Apex Concepts’ online presence.
- Brand Bible: A comprehensive guide detailing logo usage, typography, color applications, and spacing rules to ensure a consistent and professional brand presentation.
The Result
The final rebrand for Apex Concepts delivered a striking, professional identity that perfectly aligned with Christian’s vision for his growing business. The brand bible serves as a powerful tool for maintaining consistency across all platforms, while the new logos and design elements establish Apex Concepts as modern, innovative, and client-focused. Christian’s return to By Shade highlights the trust and satisfaction built through our previous collaboration on METTA.
Client Feedback
“By Shade has been my go-to for branding, and they’ve knocked it out of the park once again. The METTA design was incredible, but the team went above and beyond with Apex Concepts. The rebrand feels like a true evolution of my business, and the brand bible makes everything so easy to implement. I couldn’t be happier with the outcome!”
– Christian Alvarez, Apex Concepts