Waukee APEX

Aspiring Professional Experience Rebrand

A striking and bold rebrand for an equally innovative educational program

Creating a brand for the country's most innovative education program

The Waukee APEX (Aspiring Professional Experience) program works in conjunction with a typical high school. Students who opt to take the program have several industries to choose from: bioscience, technology, engineering, financial, and human services. Rather than spending all day in a traditional classroom setting reading from textbooks, students work in actual businesses with industry professionals.

The project

With such an innovative approach to education, an equally innovative brand was needed. I worked alongside three other student designers to begin envisioning what the APEX visual identity might look like. We went through three main iterations and worked with stakeholders to develop the final APEX brand. What resulted is a clean, stunning and refined look that perfectly tells the APEX story.


I begin every project by defining a set of keywords to guide my design. The keywords for this project are:

  1. Bold
  2. Innovative
  3. Striking
  4. Refined
  5. Transformative


This logo truly hits all of the marks: it's recognizable, unique, and tells a story. The four pieces of the logo are meant to represent the APEX program itself: the three purple triangles represent business, community, and the student. They all converge in the middle to form a green triangle: the transformed student. The use of thin endpoints paired with a thick weight creates a striking effect, and the overall look is crisp and modern.


The parent organization of APEX, the Waukee Community School District, already had a purple and gold color scheme. To improve upon this for the APEX brand, we adopted a purple and "volt" green color — which works perfectly with the bold and striking nature of the logo.


We carried out the triangle theme through the website and print pieces, creating a bold, refined, and crisp look. Consistency is on-point which creates a recognizable brand that will stand the test of time.

APEX Website
Apple CEO Tim Cook visiting the APEX program


Since the rebrand, APEX has been visited by the CEO of Apple, Tim Cook, who called it a "Model for the nation." APEX also has since brought in over 2,000 students and 20 new business partners.