Max Brand Evolution
For Studio — Switch
Creative Director — Chris Jones
Photographer — Olivia Kirkpatrick (Hemus)
Creative Direction by Switch
Understated Luxe is — beautiful garments with considered details and textures in a cohesive collection and point of view, worn in an effortless natural style, luxurious muted tones and a naturally confident energy.
This is captured and expressed within the brand in its entirety, redesigning all collateral, campaign personality and inspiring customers through multiple channels.
Max W16
For Studio — Switch
Creative Director — Chris Jones
Campaigns are a seasonal statement with a garment and trend focus within this brand strategy. A variation of details in crops, poses, backgrounds and propping are curated to build a single story. An example of this is Winter 16 where the neutral camel and green garments are supported with the windswept seasonal backdrop of New Zealand’s west coast, and neutral textural studios of concrete sets and green accents.
The location provides the mood and feel with the garment as hero, so although it sets the tone, the location story never overpowers the story of the collection.
Collaborators
Creative Direction by Switch
Creative Director — Chris Jones
Photographer — Olivia Kirkpatrick (hemus)
Still life — Ash Prier
Client Marketing Manager — Jen Mann
Producer — Kylie Trebilco
Stylist — Rachel Morton
HMU — Lauren Gunn