MAX'S
Easy going
Challenge
A garage? A showroom? An occasion center? Yes, that's MAX'S. The modern garage where MAX'S has everything in-house. Pre-owned cars with a compelling story, impeccably maintained, offered at a fair price. And a team of skilled mechanics and technicians who ensure dealer-quality maintenance and repairs.
In 2021, MAX'S was just an idea, a dream, an ambition without a name. Our assistance was sought to help this client find a suitable name for their all-encompassing concept in the automotive industry. A fitting name requires a powerful positioning and matching visual language. R you ready?
Results
A Mobility Service Centre where everything is done a bit differently than what you're used to. A centre where everyone, from young to old, single or married, experiences 5-star service.
Already visible from the highway along Apeldoorn: the unique, modern, and professional visual language.
Positioning
Based on personal interviews, we have uncovered the why, how, what, and desires of the target audiences. These insights have been translated into a unique brand story that serves as the master content for further communication in campaigns and other communication channels. A Mobility Service Centre offers, as the name suggests, service. That's where we found our inspiration for MAX'S. Taking a traditional butler name "Max" and adapting it to something distinctive and contemporary: MAX'S. When you step into MAX'S, you are not entering a typical showroom; you are stepping into MAX'S home. For that reason, the spaces within the building are not named traditionally but referred to as areas like "The Dance Floor" (showroom), and "The Machine Room" (workshop).
5-star GEMAXservice
What sets MAX'S apart from traditional car dealers or workshops? The service, in this case, the GEMAXservice. MAX'S makes it easy to buy and maintain a car by making it personal, flexible, comfortable, transparent, and enjoyable. A 5-star experience. This level of service sets MAX'S apart from the competition. In summary, it means that everyone, young and old, single or married, can always be on the road with ease and confidence with MAX'S. It's easy going!
MAX'S story
I am MAX'S, and I opened MAX'S Mobility Service Centre on May 1st, 2022. My all-around Mobility Service Centre started as a hobby that got out of hand, but now it's serious business! At MAX'S, we have a genuine passion for cars, possess extensive knowledge of automotive technology, and excel in repairing and maintaining them. Of course, I also sell and lease cars. I am a busy bee, always on the go, constantly occupied, and forever on the move. That's why mobility is crucial at MAX'S. I have a soft spot for the romance of road trips and the distinctive, classic models from the past. However, I also appreciate the (hyper)modern cars of today - reliable, high-quality, and comfortable. That's why we sell them at MAX'S too. By the way, thanks to my entrepreneurial spirit, I have a knack for finding great deals. I'm always on the lookout for the best deals for my guests!
Visual language
After finalizing the strategic positioning, it was time to develop the visual language. A modern, high-quality, and stylistic style, yet also quirky and original, just like MAX'S. When translating MAX'S personality into a visual style, we opted for a cheerful, colorful design that exudes innovation and quality. The color palette includes fresh lime green, refined anthracite, familiar beige, and calming petrol and turquoise, meeting the requirements of the briefing. By incorporating automotive-inspired design elements, the logo took shape. These same style elements are so versatile that they can easily be applied graphically in various communication materials, even as a striking and recognizable pattern.
Campaign
With all the building blocks in place, it was time to launch the campaign. We embarked on creating a strategic and fitting visual concept, searching for clever hooks that resonate with the target audience, sometimes even adding a touch of uniqueness.
In our concepts, we fully embraced the playful use of the word 'max' in the text. From there, a concept emerged that visually portrays the 5-star GEMAXservice. MAX'S naturally offers maximum service, fun, comfort, and flexibility.
Because MAX'S is not static but personal, MAX'S understands many things. MAX'S understands the desires, emotions, and needs of the target audience. MAX'S also understands that a car is more than just a car. It's about more than a set of flashy wheels or a minimum of 300 horsepower.
To further reinforce the payoff "Easy going" and the feeling of always being trusted on the road in campaigns, we conclude with the concept of 'Always on the road in top condition.' With a team of skilled mechanics, every set of tires is always in top condition, and you never have to freeze in the car because the climate control is always well-regulated.
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