Gold Front repositions Apex as the elite racing wheel leader against "The Great Knowledge Void"

Summary

This article describes how design agency Gold Front partnered with Apex, an elite racing wheel engineering company, to solve a branding and market perception problem. Customers were unaware of the quality difference between Apex and flimsy "fashion wheel" brands flooding the market. The agency developed a new category vision and brand positioning, coining the term "The Great Knowledge Void" to describe the consumer ignorance gap, and positioned Apex as the category leader while injecting truth into the wheel industry.

Source

Identity DesignedGold Front repositions Apex as the elite racing wheel leader against "The Great Knowledge Void"identitydesigned.com