Type: campaign & creative

MoAD ??? Museum of Australian Democracy

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

The mission was to take the Museum of Australian Democracy at Old Parliament House and create an identity that would make it an iconic, 21st century cultural destination for Canberra.

In early 2015 MAXCO was enlisted to oversee the strategic brand direction, reinvent the brand UX and overhaul all communication touch points.

Work spearheaded a bold change in direction and focused on moving the Museum away from a rigid and conservative approach, to present the brand with a fresh new identity and unique touch points.

On 9 November 2016 MAXCO won bronze in the sixth edition of the International Design & Communication Awards (IDCA) for their work rebranding the Museum of Australian Democracy. AGENDA, a cultural agency based in Paris and Quebec, recognised the brand work for being fresh, fearless and in-step with global, best-practice.
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Bangarra Dance Theatre Australia

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

The objective was to create artwork as stylish and symbolic as this beloved Australian Indigenous arts institution. MAXCO sought to retain the iconic group???s respected sense of place, while transforming it into a bold and fearless brand that would continue to resonate into the future.

Working closely with Creative Director Stephen Page, MAXCO delivered a new brand and campaign in mid-2011 and went on to win the entire, creative account.

MAXCO began by stripping back the outdated brand ID and produced a contemporary stylised lower case ???b??? and an organic tracery that artistically suggested the marks of a dancer???s feet on clay.

The new ID draws powerfully from a sense of continuance, evoking the company???s strong ancestral, connection to country.

The new Bangarra brand was universally adopted with great admiration and was rolled out across all forms of media, {including flags displayed throughout the city of Sydney; around the surrounds of Sydney???s iconic Opera House; outdoor posters in Melbourne; and it was even included in the Commbank???s advertising campaign}. The new branding rapidly brought the company up to a realised level of awareness, and a new audience.

MAXCO developed this campaign for Bangarra with a very sparse creative brief. Through extensive research, bespoke photo-shoot and art direction to the enhancement of that shoot, the highly successful national campaign evolved.

This campaign helped Bangarra in achieving its all time record box-office sales of $1.3 million, audience growth at 34% nationally and the Sydney Opera House season of Patyegarang extended by a week.

social assets, Sydney Opera House digital assets, A format posters, Avant Card, city banners, Sydney Morning Herald print advertisements, outdoor advertising, The Australian advertisements, full marketing doc/guidelines, Sydney Opera House on-site signage, performance program, CD wallet, Sydney Morning Herald digital assets, Google digital assets, static & animated digital advertisements, Arts Centre Melbourne Collateral.

The Lore campaign was deliberately stripped back to pay emphasis to the ideal of story-telling through movement. We enlisted a new photoshoot for this campaign as we wanted to work closer with the organic nature of dance and movement.

social assets, Sydney Opera House digital assets, A format posters, Avant Card, city banners, Sydney Morning Herald print advertisements, outdoor advertising, The Australian advertisements, full marketing doc/guidelines, Sydney Opera House on-site signage, performance program, Jetstar advertisement, kiosk decal, CD wallet, Sydney Morning Herald digital assets, Google digital assets, static & animated digital advertisements, Arts Centre Melbourne collateral, Melbourne sky breakers.

WMRF

brand identity, brand management, digital strategy, campaign & creative, annual reports, environmental

MAXCO???s goal was to unite a fractured ecosystem of fundraising divisions at a hospital where private donation is critical to the institution???s survival. To do this MAXCO needed to be wayfinding to ensure the campaign was impactful, engaging and experience-friendly.

By making the process of donating, direct, public, meaningful and personal MAXCO transformed the customer experience of donating to this much-loved institution. Share Some Love was a beautifully designed ???Wall Of Love??? that popped up on site at the Westmead facility with several interactive features to encourage donation. Share Some Love attracted the interest of passing traffic at the hospital, where visitors could purchase a heart and donate their desired amount to an actual person at the hospital. i.e. $10 to Nurse Lucy.

By personalising the process of donation Westmead Medical Research Foundation significantly improved its fundraising efforts year-on-year. The increase allowed them to purchase new equipment and perform critical maintenance work. More importantly, it modernised and socialised the process of giving, by making the experience meaningful, interactive and flawlessly enabled by creative technologies.

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Share Some Love was a beautifully designed ???Wall Of Love??? that popped up on site at the Westmead facility with several interactive features to encourage donation.

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SmartHealth

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.

The Prince

naming, brand identity, brand management, campaign & creative, social
The Feros Group had a vision to build a new kind of hospitality offering for the Sutherland Shire. One that drew inspiration from the iconic values of family pubs from the past and evolved this into a bold and inspired offering for a wide new demographic. Its a workers pub, a gaming venue, and a family bistro; but more than that, its a destination that encourages repeat visits.

We have a long history of closely working with the Feros Group, both evolving and guiding their branding strategy. The Prince identity, and all it encapsulates needed to be more defined than a traditional pub brand. We created both a branded icon and wordmark, that draws its inspiration from the Feros brand stable and presets itself in a strong, contemporary iteration.

While we???d love to say that the brand made this venue work, it was only part of a well thought out mix of creative ideas and contributors. Architects H&E brought an out of the box thinking approach to the venue, and the management team at Feros had the conviction and foresight to set the standard and deliver it all. The result was a clear win at the Australian Hospitality Awards 2017 for Best New Hotel.
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Canberra Writer’s Festival

brand identity, brand architecture, campaign & creative, environmental

The challenge was to develop an iconic and highly adaptive brand, that would be readily embraced by the greater community of Canberra, the seat of politics and journalism in Australia.
MAXCO developed a visually engaging signature which was drawn directly from the capital???s public architecture. First MAXCO looked to the National Carillon as a source of inspiration, working with it Brutalist form, structured in three parts.

Impact

The final branding for the festival is strongly geometric and iconic. The line work makes reference to the three pillars of the festival: Passion, Power and Politics, giving a nod to the pages of a book and pay homage to an iconic Canberra landmark. The final brand is extremely classic in style and is one that can grow and evolve confidently from year to year.