APEX Advocacy

Identity • branding • social media graphics • website • print collateral • newsletter • illustration

APEX Advocacy is an organization created by Christopher “Soul” Eubanks that aims to increase the number of BIPOC individuals who participate in animal activism. They advocate for collective liberation through animal rights, particularly in marginalized areas and communities that are disproportionately affected by the animal industrial complex.

It’s been an honor to serve as a designer for this amazing team. The vision for APEX from its inception was to create content that was visually as unapologetic and original as the stance the organization takes in the fight against oppression. The organization has evolved a lot, but to this day it has upheld that vision.

I developed a look for APEX that hit a few key markers:

Bold, unapologetic, subversive, eye-catching, original: to communicate our passionate belief in a fair world for all, despite immense societal pushback (we're not backing down) – and how we're also trying to draw back the curtain and spotlight accountability issues that often get overlooked at the intersection of anti-racism and anti-speciesism.
Welcoming, approachable, inclusive: to draw people of color into a community that holds their success, healing, and support at its very heart.
Professional, sleek: to build respect in the animal rights space as a reputable new presence with a mission to build tangible, effective change and community.

Logo explorations.

I played around with many ideas involving the idea of arrows facing upwards, bold impactful letters, and shapes coming together to form letters. In the end, we landed on one where different straight lines intersected together to create the word APEX – a mark which stands on a very simplified level as a representation of intersectionality.