Two years after rebranding as a standalone streaming service, HBO’s brand creative team brought us in to help pivot—reconnecting Max with the clarity and cultural weight of the HBO brand, and laying the groundwork for a return to the name HBO Max.
Over a three week sprint, our approach was simple: realign, not reinvent. This meant restoring the premium feeling of HBO, while articulating Max’s unique point of view—not a brand competing for attention, but one that elevates the stories within it.
The brand itself is intentionally understated—something you look through, not at.
The new Max identity puts HBO’s stories and characters front and center, while setting a distinct tone for the brand’s ongoing evolution.
Over a three week sprint, our approach was simple: realign, not reinvent. This meant restoring the premium feeling of HBO, while articulating Max’s unique point of view—not a brand competing for attention, but one that elevates the stories within it.
The brand itself is intentionally understated—something you look through, not at.
The new Max identity puts HBO’s stories and characters front and center, while setting a distinct tone for the brand’s ongoing evolution.
Caleb Halter, Ariana Gupta, Erik Waxdal, Nick Dean Smith, Nick Miller, Jen Arsenault
HBO Max
Michael Hagos, Morgan Domershick, Kimberly Havens
Scope of Work:
Brand Identity, Visual Expression
All work produced in close collaboration with the in-house creatives at Warner Bros., select mockups below designed as proof of concept, not final produced executions.