MAXCO - Creative, Media, Development in Sydney

August 5, 2013


As part of our creative engagement with Bangarra, we were asked to visualise the key art for their latest productions, Kinship. Kinship is an original and breathtaking theatrical experience by award-winning choreographer Stephen Page.

MAXCO was engaged to visualise the Kinship campaign. In collaboration with Stephen Page, the Bangarra marketing team and the amazing photography by Greg Barrett, we set about creating a series of stunning key art images coupled with artful and restrained bespoke titling.

The challenge of creating a suite of images for a dance theatre performance that hasn’t been created yet is always daunting.
The creative team at MAXCO were certainly up to the task and have created a concept in line with the brief given to them by Bangarra’s Artistic Director Stephen Page and the marketing team.

Nathalie Vallejo
Manager, Marketing & Communications – Bangarra Dance Theatre Australia

July 22, 2013


We were asked to become involved with the corporate rebranding for the Solotel Group. The task encompassed a new visual identity, in-line with a repositioning of their top tier brand. Solotel is a leading hospitality management group with over 24 years experience. The company currently operates 18 businesses in Sydney and 1 in Brisbane, and is committed to providing high quality hospitality and service.

MAXCO conceptualised this new brand strategy and visual identity, which has been artfully and meticulously rolled out across a wide range of corporate applications as well as a new digital strategy for all their venues and corporate site.

May 16, 2013


MAXCO was engaged to visualise the complete Bangarra BLAK campaign for 2013. In collaboration with Stephen Page, set designer Jacob Nash, the Bangarra marketing team and photography by Greg Barrett, we set about defining a full creative suite of elements including the identity system, all printed collateral, TVC’s, City Banners and large format exterior advertising, event signage, press advertising, online advertising and the 2013 season program.

The challenge of creating a suite of images for a dance theatre performance that hasn’t been created yet is always daunting.
The creative team at MAXCO were certainly up to the task and have created a concept in line with the brief given to them by Bangarra’s Artistic Director Stephen Page and the marketing team.
They have brilliantly risen to the challenge, and on the premiere of the Blak performance, it was very clear that the artwork they created reflected the performance.

Nathalie Vallejo
Manager, Marketing & Communications – Bangarra

April 24, 2013


The brief for the Fratelli Paradiso site was to create a design that abided by three rules: to provide an artful site that reflected the essence of the Fratelli Paradiso brand. To distill all functionality to its bare minimum, allowing the content to speak freely, as well as being functional in both a content and responsive nature. Our inspiration was taken from many conversations with the business partners encompassing their views and ongoing inspiration for the highly successful Fratelli Paradiso brand. We opted for a bespoke, and responsive, wordpress solution that allowed the brand to express itself as freely as its ever evolving menu and wine list does.

If you haven’t eaten there, then trust us, its well worth a visit!

April 17, 2013


10 William St is the ‘other’ restaurant owned and run by the Fratelli Paradiso crew. Having just developed Fratelli’s new web strategy, we were simultaneously engaged to produce 10 William’s online presence as well. The site needed to have a logical progression from that of Fratelli Paradiso, but with its own personality and style. The 10 William site allows for a more conversational tone about both the superb food and amazing wines this venue has on offer. Again, this site needed to be functional in both a content and responsive nature, as well as envoking a true sense of what the feel of 10 William St offers.

A destination you should add to your list.

April 16, 2013


The Challenge:
Westmead Medical Research Foundation’s (WMRF) core belief is that everyone who is sick deserves the best possible medical treatment and care. Their is our mission to help make that possible. We were engaged to turn this around. Our challenge was to communicate WMRF’s brave new vision and demonstrate its relevance to wider and more diverse audience.

Our Response:
We created an identity and art directed a new look that reflected the fundamental principles behind the Westmead philosophy. Our response focussed on the belief that Westmead is the ‘heart’ of healthcare for NSW. The radiating facets of the brand reinforce the far-reaching  and all encompassing nature of Westmead Hospital. The new brand enabled us to bring new stories to life to engage new and existing audiences. The identity has provided a new sense of purpose and is visible across all mediums of visitor engagement, including foyer signage, gift shop, print communications, and the website.

January 17, 2013


Brisbane’s Riverbar & Kitchen is Matt Moran and Peter Sullivan’s second, and newest, restaurant located at the Eagle Street Pier in Brisbane. The restaurant’s identity is a confident result demonstrating a clear understanding of the venue which is a breezy, open plan destination with spectacular river and Story Bridge views. Riverbar & Kitchen is open for breakfast, lunch, dinner, and drinks 7 days a week.

We were briefed to develop the restaurant’s identity, stationery, menu systems, print collateral and signage.  Our inspiration was taken from the ‘horizon line’ surrounding the restaurant, a view where the river meets the city. The brand we developed was directly inspired by, and references the neon signage language that is reflected around the highly trafficed area. Working closely with renowned Sydney based architects Humphrey Edwards, our work became an extension of the overall vision that is Brisbane’s Riverbar & Kitchen.

January 16, 2013


MAXCO was engaged by the Melbourne based Open Door Pub Company to create a brand identity for its newly formed Melbourne Venue Company (MVC) brand. MVC is an overarching brand that represents their collection of venues (numbering over 15) and unifies them under one brand for functions and event bookings.

The brief was to create an identity which was inspirational and immediate, while still being accessible to the mass market, as well as being a clear brand for the group to market with.

We created the MVC identity as a direct reference to the focus of its branded philosophy towards its venues. Following was the creation of the brands primary communication platform – its content rich, informative and intuitive website.

January 12, 2013


One of prominent hospitality group Solotel’s recent venue revitalisations is the famous Paddington Inn Hotel on Oxford Street, Paddington. MAXCO took a very ‘hand’s on’ bespoke approach to the brand identity rework, web strategy and environmental signage fitout, working closely with both Solotel and interior designer  Nina Maya of Nina Maya Interiors. The pub offers an all new menu coupled with inspired flair for taste appeal, and is complimented by a lush and beautifully reworked interior which gives the venue seemingly endless desirable places to sit, stand or mingle.

The identity draws from the historical aspects of this 1850′s hotel featuring typography that evokes elegance and flair, as well as maintaining a true sense of all things present. Typography utlised in the evolved wordmark was also used in signature pieces throughout the project, including the black and polished silver ‘bar’ signage.

October 3, 2012


When AZBcreative decided to update their website and online strategy, we were more than keen to be involved. AZBcreative is a full service creative agency providing artistic excellence and direction on a vast range of projects: from large installations and events to communication, interior design, shop fitting, marketing campaigns styling and product design. AZBcreative’s new online strategy needed to fulfil several key requirements: 1/ It needed to work reponsively accross all platforms from computers, to tablets and smartphones. 2/ it needed to showcase the breadth of all they do in a concise and beautifully resolved way. 3/ Social media integration was also high on the list. and 4/. It needed to look stunning.  The solution saw us develop an extendible and accessible website with full content management and delivery, using responsive web design techniques that aim to optimise the viewing experience for visitors on any device. View AZBcreative here