Apex Upholstery: Crafting a New Brand for a Legacy Business

Apex Upholstery: Crafting a New Brand for a Legacy Business

Client: Apex Upholstery

Services Provided: Rebrand, Website Development, Social Media Strategy, Graphic Design, Vehicle & Building Decals, Branded Promotional Items

Industry: Manufacturing & Upholstery

The Mission: For over 60 years, Apex Upholstery has been a trusted name across North America, providing high-quality manufacturing and upholstery services. What started as a small, family-owned business has grown into a full-scale facility capable of handling every step of the process, from initial drawings to the final product. Apex has worked with industry giants like Chandos Construction, PCL, and even helped furnish Rogers Place—Edmonton’s state-of-the-art arena. But while their business had evolved, their brand and marketing were stuck in the past. That’s when they turned to Crow Marketing for a complete overhaul.

The Challenge: Apex came to us with a clear problem: their branding wasn’t cutting it. Their logo, which existed only as a low-quality JPG, wasn’t versatile enough for modern marketing needs. Whether it was for social media, fabric tags, or large vehicle wraps, their logo simply didn’t hold up. Additionally, their website was outdated—text-heavy and cumbersome for internal staff to update. It lacked the functionality and user-friendliness that could position Apex as an industry leader online. The challenge was clear: Apex needed a brand that matched their decades of success, and they needed it fast.

Our Solution: At Crow, we pride ourselves on digging deep to understand our clients’ histories, visions, and challenges. With Apex, we began by revamping their logo—creating a design that was sleek, professional, and adaptable. From fabric tags to vehicle wraps, the new logo was made to be eye-catching, versatile, and a true reflection of the craftsmanship Apex is known for.

Next, we tackled their website. Apex’s old site was a barrier to lead generation and customer engagement. We built them a completely new, industry-leading website that prioritized mobile-friendliness, fast loading times, and an easy-to-navigate user experience. It wasn’t just about aesthetics—we designed the site to drive real results, focusing on lead generation and giving Apex’s internal team a simple, straightforward content management system for easy updates.

But we didn’t stop there. To strengthen their brand presence, we created social media profiles tailored to highlight Apex’s impressive portfolio. Over just seven months, their Instagram following grew to almost 1,000, helping to connect them with clients, suppliers, and potential new business.

We also ensured that their brand was consistent across all touchpoints—whether it was vehicle decals, stationery like letterheads and business cards, or social media content, every piece reflected the new, unified Apex brand.

The Results: The rebrand paid off quickly. Immediately after the website launch, Apex saw a significant increase in website form submissions—directly translating to more leads. Their online presence was more professional, easier to navigate, and spoke to the reputation they had built over the last six decades.

Their social media accounts began gaining traction too, with Instagram seeing almost 1,000 followers in less than seven months. This boost in online visibility helped drive more traffic to their website, leading to higher engagement with potential clients.

Today, Apex Upholstery continues to work with Crow Marketing on a project-by-project basis. Whether it’s updating the website, managing their social media, or creating promotional items, Apex trusts us to handle all of their marketing needs.

Client Testimonial: “The Crow Creative is our go-to for all things marketing. We have always been steered in the right direction and trust them fully with all marketing initiatives. I would not hesitate to recommend Zach and his team for any marketing needs, big or small!”
— Apex Upholstery