APAX Sports Massage Therapy was formerly known as Lucas Fitness Therapy. The purpose of the rebranding is to transform it from a personal business to a company-scale structure. This change benefit the business to increase opportunities and prevent it from being solely associated with its founder.
The meaning of APAX Sport Massage Therapy is taken from the word "APEX", meaning that the sports performance is aspired to go to the top apex after the treatment. The "EX" is changed to "AX" to create a uniqueness for easier remembering, and the "AX" also has the hidden meaning of "Relax" and "Max", the two important features of the brand.
The rebranding allowed me to reposition my business and strategically target athletes with muscle pain issues. It significantly contributed to my business growth.
Lucas Lam Founder of APAX
The bold, relaxing, and sporty tone was designed to highlight the key values of the brand and was presented through a graphic system. It directed APAX's approach to reach out to customers with pinpoint selling points. This DNA was reflected in all applications of the brand assets. The brand video was an essential tool for telling the brand story.
The Hook: APAX light spotAn iconic yellow spot is used as the brand signature graphic, which echoes to healing the pain spot during therapy.
A brand guideline was made for APAX to document its brand positioning and visual system setting. It guides and ensures the future brand assets to be on correct characteristic.