Maxim Healthcare Services
As a comprehensive healthcare solutions company, Maxim Healthcare Services has extensive experience providing home healthcare, staffing, and population health and wellness services in communities across the nation. Ashton conducted an all-inclusive rebrand on their behalf — from a new positioning statement to a revised messaging strategy and logo, we implemented their welcoming and benevolent essence across every visual and verbal touchpoint.
Identity / Print
Messaging and Copywriting
Books and Brochures
Whether employees, caregivers, patients, or family, forming human connections is integral to Maxim. We centered their core brand positioning around the fusion of those sentiments: People, Connected.
We distilled a plethora of key descriptors into four distinct values, which helped inform how the rest of the brand functioned as a cohesive system, thematically and visually.
The messaging strategy leverages the brand positioning through concise wording, combining the external audience (You; Your) with the internal Maxim brand (Us; Our) as one collaborative entity. Colors are used in tandem with this messaging to represent the different Maxim subdivisions in a systematic fashion.
The new logo, composed of distinctive lowercase letters, was redesigned to feel friendly and approachable.
The interlocking hearts symbolize the compassionate connections the company creates between its caregivers and patients.