London-based home cycling startup Apex has launched, with the aim to create an accessible home cycling experience.

Its new brand identity was created by Liverpool design consultancy Underexposed. It heroes the inclusive Apex community and the joy that joining its programme brings. Modern and adaptive, the brand moves and changes to build on the idea of changes in intensity.

The logo has been created around the concept of a real apex or peak – to represent the brand’s name and the “post-workout high”.

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Apex has developed a high-performance indoor bike that is more affordable than its competitors’.

Users can stream classes provided exclusively by top UK instructors from Boom Cycle via their iPad or iPhone, using Bluetooth technology.

Underexposed has developed a tone of voice in line with the Apex values: upbeat, inclusive and smart.

It’s inteded to engage people with maximum energy and invite them to get involved. What’s more, to coincide with launch Underexposed has created an Apex digital platform where consumers can learn more about and pre-order the product, set to be released next month.

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Simon Cook, Co-Founder of Apex, said: “The team at Underexposed have been an outstanding and integral creative partner for Apex since our inception.

A super-talented bunch of designers and developers – and a pleasure to work with.”

Andy Broadwood, Creative Director at Underexposed, added:

“From brand story, values and positioning through to tone of voice, photography and digital assets, we have worked with Apex to give them a stand-out presence that celebrates the inclusive community and good (sweaty) fun that joining brings. Right from the off, it was obvious that Apex were ready to shake up the fitness market.”