MAX.Live
Did you ever get a case of mistaken identity? Well MAX did when someone changed their streaming platform name. So with no option to change the name we found a way to distinguish and separate as a company that is also in the same industry.
Client
MAX.Live
Year
2024
Finding MAX
In May of 2023, HBO Max effecitvely changed their platform name to MAX. This prompted our team at MAX (Music Audience Exchange) to consider differentiation options. You’ll see the many different iterations we considered in the following sketches. We played with a multitude of our brand, like the X, a microphone dome, spotlights, lights, sound bars, waves, etc. It took 7 months to finally find the trigger that moved us out X and into the power of 3.
January 2024
In January we found the triangle that would replace our A. It was months between work projects doodling on scratch pads, in my iPad, in Illustrator. I had to get buy-in from multiple stakeholders so there were plenty of back-and-forth iterations every step of the way, but this . . . this was a breakthrough.
February 2024
After deciding to center back on the audience of Music Audience Exchange the rest was easy. A looks like a triangle and it represents the structure of the company: brands, artists, and audiences. It all fell into place.
March 2024
Well, nothing comes easy. So I got everything flushed out and built a roll-out plan with everything. Who’s responsible for which logo swap outs, font changes, timelines, and communication plan. And of course with everything ready to go then comes the decision to remove Music Audience Exchange from the logo itself. So back to the working file I went and we landed on MAX.Live and I redid all the templates, brand standards, etc.
And isn’t she beautiful? The reception to the new branding was incredible! Both internally and externally our employees, partners, friends, and families all LOVED the new look. Bold, deserving of your time and attention, just like the audience an artist holds captivated.
Brand Book
The brand standards for MAX.Live was built using Standards!
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