Things are looking at little different at Apex Public Relations. On Nov. 12, the Toronto PR firm launched its new branding, unveiled a redesigned website and announced its new division, Ruckus. On top of that, the team moved into a new open-concept, office-free space, which is actually what started the ball rolling on the refresh.
“We just celebrated our 15th anniversary in September… We needed to symbolically find something that was going to give us the next [evolution] for the next 15 years, but we also quite practically needed a different space,” said Ken Evans, senior vice-president at Apex. “That just made us think if we’re doing this, let’s do a refresh.”
Apex shed its former logo in favour of a more modern, black-and-white logo with the tagline “exceptional communicators.” Apex also revamped its website, which now features thought-leadership insights, curated social media updates, industry news and more. Client work will be showcased using everything from Vine videos to Instagram photos.
Apex also launched a new division called Ruckus that will focus on paid content marketing programs, such as advertorials and sponsorships.
“We have traditionally done a lot of work in earned and owned [media], but now we’re moving—partly because of the way the media is moving—into the paid side,” said Evans. “We thought it was important that we called out that practice group specifically to let brands know that is an area we specialize in and one that we plan to devote some investment to as well.”
The division will be headed up by Apex VP Scott MacFadyen.
