Brief
Maximum Games, an entity of Maximum Entertainment, is one of the fastest growing top 20 video game publishers in the world. As a global full-service publisher, they handle all levels of video game publishing across every genre and major platform.
The company’s growth and increasing visibility in the industry caused a need to revisit the brand image, which had not been updated in several years, to create something more modern and fun.

Process
I worked closely with the CEO, Global head of Marketing, and Director of Creative Services to help guide research and brand strategy.
I have worked on many projects for Maximum Games over the past decade including collaborating with developers and overseeing the production of key art which is then used to create all digital and physical marketing assets for retailers and First Parties (PlayStation, Xbox, Nintendo, Steam), event assets (E3, Gamescom, PAX), internal and external presentation design, video game packaging (box art, special edition art, soundtrack art, posters, game art books), merchandise, and company branding. The Maximum Games visual identity refresh was my favorite project, and my experience as a creative within the company for several years helped to inform the decisions I made for the new brand since I knew and lived the company’s history, and had already been working towards its goals to become a full-service global publisher.

Challenge
The main challenge was to figure out where Maximum Games fit within the video game publisher industry to determine where the visual identity should sit on the scale of corporate to indie. There was also the possibility of needing a “MG Team” identity, which represented the truly global business, incorporating all of the company’s entities: Maximum Games, Modus Games, and Modus Studios. MG Team was eventually not pursued, but some of the concepts influenced the final Maximum Games Logo design.

Unique Solution
The resulting wave resembling the letter “M” is simple, memorable, suggests a consistent motion of energy, and is unique among the sea of other video game entertainment company logos.