BEYOND PAR, BEYOND EXPECTATIONS: STARTUP BRANDING FOR THE NEW GENERATION OF GOLF
BRAND IDENTITY • BRAND STRATEGY • BRAND POSITIONING • BUSINESS DEVELOPMENT
Apex Pro is a new golf brand offering custom equipment and holistic coaching with a focus on sustainability, self-expression, and performance. When the founder came to us, the business was still taking shape—its purpose was there, but the focus was missing. Ainoa partnered with Apex Pro to bring clarity, confidence, and cohesion to every part of the brand.
FOR
BY
Salla Västilä
Lead Strategist, Brand Identity, Strategy and Positioning, Visual Brand Identity (logo client’s own)
Aliisa Västilä
Brand Strategy, Market Research, Tone of Voice, Copywriting, Taglines
Natalie Gustafsson
Market Research, Audience Strategy,
Social Media Voice
Apex Pro’s new brand turns uncertainty into strategy and makes golf feel personal, progressive, and proudly your own.
FROM SCATTERED TO STRATEGIC
As with many early-stage businesses, Apex Pro’s beginnings were a mix of intuition, improvisation, and ambition. The founder had DIY’d the brand identity and presence, but the offering lacked clarity, branching in every direction, even beyond golf.
That’s where we came in.
We helped Apex Pro make sense of the business from the ground up: what it is, who it’s for, and why it matters. Through market research and consumer psychology, we identified a clear market gap: younger generations are looking for something more inclusive, values-driven, and personal. Golf that aligns with their lifestyle, identity, and prioritises holistic well-being.
Together, we built a strategy rooted in those insights. We clarified the brand’s focus and strategic direction, aligning the brand’s purpose with a defined audience, distinct personality, and messaging that feels both modern and human.
GOLF, REIMAGINED FOR THE NEXT GENERATION
Our work began with deep strategic foundations: brand purpose, positioning, audience definition, and a tone of voice guidance that speaks to real humans, not gatekept golf stereotypes.
Visually, we crafted a sleek, modern identity that resonates with Gen Z and Millennials, but still feels credible and compelling to older generations. The colour palette balances greens and neutrals with electric accents; the type system is confident and clear; the overall feel is minimal, stylish, and subtly expressive.
Everything was designed to work across real-world touchpoints—social media, websites, signage, gear—ensuring consistency and clarity no matter where someone meets the brand.
Apex Pro’s new taglines serve as reminders that golf is more than just scorecards: balance, mindset, and doing things your own way, reflecting a deeper connection to wellbeing.
A BRAND BUILT TO CONNECT, GROW & LAST
From a scattered start to a scalable strategy, Apex Pro now has everything it needs to launch with purpose. With a detailed roadmap, clear messaging pillars, and a visual world that matches its vision, the brand is ready to stand out in a market that’s just starting to shift.
This is branding that speaks to a movement—not just a moment.
Apex Pro now knows who they are, who they’re here for, and how to show up in a way that feels welcoming, expert, and unmistakably their own.
CLIENT FEEDBACK
“The brand looks and feels even better than I could have imagined. I’ve never felt so seen and supported by a creative team. Everything was tailored, clear, and deeply thought through. I now have a brand that truly represents me—and everything we worked on is easy to use and grow with. This has been worth every cent.”
– Matias, Founder of Apex Pro
BUILD A BRAND THAT’S READY TO LEAD.
If you’re starting something bold, we’re here to bring the clarity and direction your business deserves.