The MAX identity needed to represent innovation, technology, art, and science. The primary logo features pixel forms breaking out to suggest movement, technology, and digital media. The color palette is full of cool tones with bright accents to represent futurism, creativity, and technology.

MAX hosts recurring festivals, so the brand system was built to evolve, with the core logo adaptable for annual event identities. Each festival logo incorporates a unique pattern tied to that year’s theme while maintaining visual continuity across the brand.

Graphic elements were used to nod to tech and science, while photography from MAX performances and art provide realistic visuals and communication of the organization’s events.

I designed a range of collateral to strengthen MAX’s brand identity and promote their yearly festival.

The website uses dark backgrounds to reflect the atmosphere of performances with neon and bright accent colors to resemble technology and innovation. Throughout the site, graphic elements and photography reinforce MAX’s focus on art, science, and technology, while providing users with realistic depictions of the events.

The homepage introduces the organization with a clear explanation of what MAX does, along with the option to learn more. It highlights the annual festival and programs to encourage deeper exploration and includes an Instagram section to showcase activity and encourage ongoing engagement through social media.