brand identity, brand architecture, campaign & creative, environmental


Smart Health had a vision to launch an online business that took a frontline healthcare facet and offer it as an online test order - in simple terms ‘Pathology made easy’. This had been done overseas in differing ways, but it was a first for Australia. Consultation with key industry groups was needed to ascertain the direction we would need to take to sell the product and create the brand visually.


MAXCO partnered with the newly formed Smart Health group creating seed funding documentation, concept development/evolution, brand creation, web / UX design and marketing. We were initially challenged with creating a brand for a radically new service being offered online. It had to be approachable, considered and reflective of the industry sector (medical / pathology). The brand drew inspiration from the forms viewed under high powered microscopes. Dimensional depth was added to the geometric forms reinforcing the nature of the business.


The concept was adopted by Sonic Health and rolled out into a national online launch. A full online media campaign was married with public transport advertising and cross track 24 sheet posters. Smart Health wellness screening is now a viable business sector for Sonic Clinical Services.


Selected Works

MoADbrand architecture, naming, brand identity, strategy, campaign, environmental

Bangarrabrand identity, brand architecture, campaign creative, environmental, strategy

Coogee Real Estatenaming, brand architecture, brand identity, enviromental graphics

Publishingcovers, internal layout, internal design, illustration

FEROSbrand identity, brand architecture, digital design, strategy

TNAbrand identity, brand architecture, digital design

Brandingbrand strategy, development and evolution

H&E Architectsbrand identity, brand architecture, digital design, strategy

Solotelbrand identity, brand architecture, brand management, environmental, digital design, strategy

AZB The Creativedigital strategy, digital design

POND Online Boutiquedigital design, digital strategy, ecommerce

Thomas Globalpublication, brand event, photography

Banks Groupdigital strategy, digital design, photography

Westmead Medical Research Foundationbrand identity, brand management, digital strategy, campaign & creative, annual reports, environmental

NAISDAdigital strategy, digital design

SmartHealthbrand identity, brand architecture, campaign & creative, environmental

Tradiesdigital stratgy, digital design, photography

Bellamummabrand identity, brand management, digital strategy, digital design, social

The_Princenaming, brand identity, brand management, campaign & creative, social

Canberra Writers Festivalbrand identity, brand architecture, campaign & creative, environmental


Maxco is driven by the desire to create outstanding communications. 

We develop brands. We provide strategy and solve problems.
We are creative partners for ambitious leaders.



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2-14 Kings Cross Road
Potts Point NSW 2011
+61 (0)2 9368 1700


Brand Design
Brand Strategy
Creative Consultancy


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