Maxim Crane Works had not had a brand refresh in over a decade. Their identity had become stagnant, dated, and uninteresting.
The first task when joining Maxim Crane was to breath fresh life into their visual representation by updating their brand standards. This incorporated more dynamic photography, interesting and playful uses of graphics and iconography, and cleaner copy treatments.
Iconography
Developing a strong identity requires a holistic approach. I created a visual language to translate into their iconography and other graphic elements that emulated the overall aesthetic of their machinery and their brand.
Brand Videos
Telling the story of Maxim Crane is much easier when you can see it. Partnering with an external video production company, I directed creatively, wrote scripts, created storyboards, and provided editing feedback for out brand videos.
Maxim Works Metrics
Ensuring that the brand was being adopted and embraced by leadership was key to it’s success. To reinforce the direction, we created branded reporting that the executive team reviewed on a regular basis for their day-to-day decision making.
Social Media Posts
It was absolutely necessary to become more playful and interesting with their social media representation, leading to and over 20% increase in engagement. This work including creating graphics, writing copy, scheduling, and at times delegating and managing campaign creation with team.
