CHALLENGE

In the past, Maxland’s simultaneous use of two logos caused confusion in brand recognition. The brand lacked overall integration of brand identity which depleted their marketing resources and caused their excellent product offerings to be drowned in the market. Maxland expects to clearly define their brand image, brand position and organize their product lines in order to continue to develop new products in the future echoing their brand value and expanding their business and overall market.

CONSULTING WORK

A.Audit and Strategy

• Conducted internal audit to understand company’s core competencies.
• Researched the market, trends and major players.
• Researched customers and stakeholders and created a supply chain “needs analysis” in order to understand how Maxland fit into the supply chain.

B.Branding and Development

• Developed a unique positioning strategy focused on environmental protection “Smart Fabric, Green Textile”.
• Fine tuned the logo and integrated a “single logo” system for a suitable overall brand image.
• Reorganized Maxlands product-lines.
• Created a visual identity system to include all brand elements and product lines.

C.Communication and Promotion

• Created a variety of applications to communicate the enhanced brand image: Business application supplies / Product manuals / Fabric catalogs.
• Participated in integrated planning of tradeshows in Europe and America to deliver brand new identity and their new and enhanced value in a consistent manner.

RESULTS

Internal

AXIS held internal brand workshops of brand development for Maxland, successfully increased employee brand knowledge and recognition of brand transformation.

 

External

• New marcom tools are helpful for business interpretation and selling products, so customers are simpler and clearer to understand products.
• After clarifying the brand positioning and product advantages, it is more precise to contact with target customers (focus on green and smart.)
• The new brand image in the market is more eye-catching, and the product has also improved the topicality and inquiry. The European and American exhibitions was successful in having higher visitor rate than the same period in previous years or competitors.