Client, Year

Maxim Healthcare Services, 2017

Services

Brand Positioning
Messaging & Tone
Logos & Marks
Identity Development
Copywriting
Books & Publications
Stationery
Brand Applications

Maxim Healthcare Services

Capturing what it means to provide care

Maxim Healthcare Services, a national leader in home healthcare, staffing, and wellness services, wanted its public persona to match the high quality of its private offerings. Ashton conducted a systematic overhaul of Maxim’s brand, building it around a sense of care that permeated every verbal and visual touchpoint.

The new logo, composed of distinctive lowercase letters, feels friendly and approachable. The icon’s interlocking hearts symbolize the compassionate connections Maxim fosters between its caregivers and patients.

For Maxim, honoring our shared humanity is at the heart of their business. We seized on this principle as central to our repositioning, summing up this sentiment as “People, Connected.”

A list of key descriptors were distilled into four clear values, which served as guides for building the rest of the brand system.

Supplemental messaging connects the audience (You; Your) with Maxim (Us; Our) as one collaborative entity. Bright color fields attract the eye to the messaging, as well as help  differentiate between Maxim subdividions. 

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