Maxim Rebrand
Date
2013-2014
Responsibilities
Art Direction
Editorial Design
Photo Direction
The Brief
Overview
Maxim underwent a complete rebrand to reposition the magazine for a more mature audience, with a stronger focus on fashion, culture, and men's lifestyle.
Approach
We established a more sophisticated, fashion-forward visual direction, shifting the editorial mix toward fashion, luxury, cars, and lifestyle. A refined color palette, tighter typographic system, polished photography, and more disciplined layouts created a cohesive identity while retaining Maxim’s distinct personality.
Impact and Results
Achieved a 30% growth in advertisements
Implemented an upswing in fashion-related advertisements
Received a nomination for the prestigious SPD (Society of Publication Designers) award for redesign efforts
Before the Redesign
To engage a younger audience, Maxim integrated vibrant colors, customized typography, and infused humorous editorial content and illustrations. Maxim was frequently perceived as a lighthearted magazine that resonated with a more playful demographic. Here is a small sample of Maxim's previous appearance before the redesign:
Phase 1: Refresh
With a tight deadline, we introduced an interim refresh while developing a more comprehensive redesign. The first phase focused on a more mature editorial tone, stronger original photography, and a refreshed front-of-book section with new titles, content, and layouts. The examples below showcase the temporary refresh.
Phase 2: Competitive Research
We analyzed competing publications like GQ, Esquire, and Men’s Journal to identify opportunities for Maxim to stand apart. While competitors leaned into vibrant colors and contemporary design, we explored a vintage-inspired direction rooted in the magazine’s heritage. The design team researched archives from the ’70s and ’80s, curating references to help define the new visual direction. Below are selected examples from our creative exploration.
Phase 3: Updating the Design System
We rebuilt Maxim’s design system around a Swiss mathematical grid, creating more structure and consistency across layouts. We also refined the typography, selecting Akzidenz-Grotesk for its condensed, versatile family and ability to deliver the bold, impactful headlines envisioned for the feature well. Together, the updated grid, type styles, and standardized components established a cohesive visual system throughout the magazine. The images below showcase the updated grid, typography, and visual system.
Phase 4: The Final Design
After multiple iterations and rounds of feedback, we developed a design that earned approval from all stakeholders. The final direction captured the vintage-inspired, sophisticated aesthetic we envisioned for Maxim. The images above showcase the final redesign.
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