Refreshing MAX visual identity, updating the tools and visual guidelines so that they fit the company’s position in the financial market of 2023.

As MAX shifts from a credit company to a financial service, the brands promise became wider than ever before. Along side to the rising of fin-tech in Israel and abroad, brand identity demands a similar transition, to get MAX’s brand an image even crispier than before.

How might we differentiate ourselves from local and global competition, while maintaining valuable brand principles?

Taking the brand from a brand that was just born and needed to make a big impression and find its place in the world to a mature brand, which is no longer just a spending company but a finance company that owns many products and applications.
Max succeeded in maintaining its brand promise as an innovative and refreshing company, but following processes of growth, maturation and expansion - the brand also needed a facelift.