CMAX Finance approached me with a unique problem: with new leadership and a new strategic direction they needed to leave their company’s old reputation behind in favor of a newer, more trustworthy face.
I walked CMAX through an in-depth process of exploring their current marketplace perceptions through interviews with past customers.
Once we had a clear idea of where they were coming from, we created a new visual direction for the brand that aligned with the new strategic direction of the company.
CMAX’s primary selling point was it’s trustworthy team of industry experts, so we created a brand that would speak to this personality going forward.
Cool colors, curved lines, and warm toned photography all helped to underscore this idea of a more human, relatable CMAX in the future.