APEX is a unique company. Because much of their work take place in the field, employees must be ultra passionate about what they do. Our goal was to create a website that not only clearly articulated APEX capabilities and platform, but also appeal to potential employees. Our process started with a discovery session where we asked company stakeholders a variety of questions. These questions influenced the direction for messaging and design. After the discovery phase, we constructed a new website sitemap based on the actions we wanted users to take. The updated website architecture highlighted the APEX platform as well as information about the company culture. We also presented the client with two unique creative themes — Punch’s proprietary process for determining an overall creative direction. Each theme included different colors, photo treatments, fonts, icons and more. The client selected a creative direction that was both rugged and cutting edge. With the sitemap and visual direction, we fleshed out the messaging and website copy.