Brief
APEX Series was a launch brand in the MTB goggle category, going to market with no identity, no packaging system, and no commerce presence. The brief was to build a brand that could hold its own against the established names on the Amazon shelf, then ship a direct-to-consumer site that converted without leaning on price.
Approach
I shaped the identity from the ground up, working alongside a 3D designer on hero product renders that could double as marketing imagery. The packaging system, the Amazon A+ infographics, and the eCommerce site all came out of the same visual language, so the brand felt the same wherever a customer met it. Renders and photography were art-directed against the same reference set to avoid the usual disconnect.
Outcome
Brand, packaging, A+ system, and a conversion-driven eCommerce site went live in one go. The renders the 3D designer and I shipped together still anchor the product detail pages, and the visual language has carried into subsequent product launches.