White Design Studio (Cincinnati) conceived the recently completed Apex Customer Experience Center in Mason, Ohio, as part of an integrated brand identity, graphic guidelines, and message architecture program for the global company specializing in supply-chain efficiency.
White Design Studio designed the Apex CXC to communicate its mission and value to various audiences. The team developed a linear experience that includes a new customer experience entrance, theater, lab, and conference center. The design is a 3D tour through the new Apex logo, using the cams and radius elements to divide, articulate, and express each of the individual spaces. The logo vocabulary was extended into the design of the entry elements, theater screens, product demo stage, cabinetry, and graphic elements.
White Design Studio also created a series of videos to introduce Apex to its various audiences. The Apex story is delivered in three acts, all aligned to the message architecture and graphic guidelines. Six HD rear-screen projectors and eight-channel audio deliver the story. All video was composed on a single 11000 x 1300 pixel canvas and split over five screens. iPhones can cue up specific videos depending on the visitor. As part of the customer experience, visitors pass through the Apex Innovation Lab to see a live demo of their Apex solution.