Create a masculine, bold, clean, iconic visual identity.
The new visual identity faced a unique challenge — clarifying and conveying the correct pronunciation of Maxx-D. The prior wordmark of MAXXD led to confusion and differing ideas about how the name should be pronounced, both inside and outside the company. To set the new brand up for success, solving this issue was paramount. Motto conducted additional social listening and leadership interviews to discern the optimal pronunciation of Max-DEE. We designed the new wordmark to teach consumers how to say the name correctly. The result: a clean, modern, readily visible logo that stands out even while moving down the road.
Next, we translated the brand’s new personality into a cohesive visual system. To align with the brand motto and voice, Maxx-D needed a look and feel that, while modernized, was also generous and approachable. We developed the suit of visual assets to capture Maxx-D’s essence — passionate yet down-to-earth, innovative yet humble — in every important brand moment.