The Peak of Protection
What are our goals for APEX's design identity? Inject meaning into a product attempting to disrupt the industry, while maintaining brand equity as it shares brand equity / space with various licenses.
A Premium Card Sleeve
High quality art on card sleeves, for decades, have always been hit or miss. Misaligned registration, color inconsistencies, and most importantly, peeling and "card marking", are challenges that Ultra PRO have solved with new technology.
With how monumental the product line is for gamers, the identity of the line needed to be at its peak as well.
Coming Out on Top
Designs around the word APEX can take on many forms. Is it a lion or a shark, signifying APEX predator? Or a symbol representing the APEX of a song, in its climax?
In the case of Ultra PRO's APEX, it is the peak of a mountaintop. A system of lines reaching its highest point, representing the brand as a top-tier offering.
Subtle Luxury
Color choices of black and gold foil further solidify APEX as a premium item, as well as separate the product line from competition with mostly white / bright brand identities. A customized font-face with slanted edges ties the look together.
Details like the front APEX call-out being in a subtle mountain shape, further give connection to its identity.
And finally, a unique box, with a tray that opens from the bottom, truly separates the whole package from other alternatives.
A Licensed Space
Ultra PRO partners with multiple licenses that showcase their art for APEX. Pre-APEX, Ultra PRO's product lines had lacked their own identity, and often yielded most of the design to the licensor's style instead.
As part of the brand's ongoing refresh, we are attempting to solidify the importance of the Ultra PRO / APEX brand. Though it may be secondary in the design hierarchy, the space carved for the APEX in all assets are building brand equity that leaves a stronger mark on the audience.
Shoutouts: Justin Cole, Dekan Wheeler, Daniel Zayas, Tommy Waters (Product Management) • Alex Higashi, Ken Pilapil, Jaime Lee, Vince Kuoch, Jacqueline Ronquillo, Xavier Russell (Design)