maker maxity
brand strategy, brand identity, wayfinding
Positioning and rebranding India’s most vaunted mixed use development by articulating and communicating its most intrinsic value: Luxury. The luxury of enjoying diverse experiences in one spectacular destination; sensitively designed outdoor and indoor spaces, contemporary state-of-the-art built environments and public art. With a quality and service quotient like no other.
rgd was brought on to consult with Maker Maxity at the onset of the 2nd phase of their journey. The already created corporate enclave was soon to be adjunct to a drive-in theatre, a hospitality precinct that included an exclusive private members club and a high end leisure and shopping quarter.
Our remit included developing the master brand architecture and positioning within the context of its many varied offerings; along with its brand identity system.
Our team spent hours in discussion with the team, and their many design consultants, internalizing the vision and immersing ourselves in the details. But it was the countless visits to the site, experiencing firsthand the many facets of this destination – that lead to a true understanding of how unusual the offering was, and how much of a luxury it spelt to the people of Mumbai.
Its carefully thought through masterplan with pedestrian only walkways, waterbodies, landscaped indoor and outdoor spaces; crafted built environments and an extensive public art programme, spoke of luxury in attitude and experience. A perfect backdrop for curated offerings in the worlds of arts, entertainment, culture and lifestyle.
The insignia that became the brand mark for Maker Maxity was designed to celebrate the inherent values of design, craft, precision, and elegance; manifest and experienced across all the touchpoints of the destination, and together spell luxury.
Contemporary in its delivery, the brand mark references the classic rose compass, and is overarching enough to work across the many facets of the destination.
The project is ongoing, and rgd is now overseeing the design, branding and marcom for the various other component brands at the destination.
The insignia that became the brand mark for Maker Maxity was designed to celebrate the inherent values of design, craft, precision, and elegance; manifest and experienced across all the touchpoints of the destination, and together spell luxury.
Contemporary in its delivery, the brand mark references the classic rose compass, and is overarching enough to work across the many facets of the destination.
