MAXA

The MAXA Group is the result of a strategic merger between two industry pioneers with complementary values: ATE-UK, and the TrailParts Group. Both existing businesses were leading suppliers of workshop equipment, and parts for towable equipment and trailers with a shared focus on customer experience, innovation, and sustainability.

The birth of the MAXA Group unites the expertise, knowledge, and resources of both established, and respected organisations, paving the way for a collaborative approach to growth. This new company is primed to address the needs of an evolving consumer base across the UK and Europe, combining speed and reliability, with a commitment to quality.

After agreeing on the value of a strategic merger, both companies approached Fabrik for assistance building a comprehensive branding strategy. Our knowledge and experience in merger branding made us the ideal choice for the two companies. They knew they needed a partner with the expertise required to align their strengths, and preserve their competitive edge in the industry.

Our challenge was to find an effective way to blend two distinct legacies into a harmonious brand, ensuring each company retained its heritage and strengths, while aligning seamlessly with the other. The resulting brand needed the potential to thrive as a leader in the competitive market, resonating with existing customers, and new ones.

Our journey began with a visual and verbal audit of both brands, their positioning, target audience, and competitors. We consulted with key stakeholders on both sides, gathering insights into areas of commonality, and independent strengths. Our team discovered significant alignment between the companies, and their focus of reliability, speed, and reassurance.

Using these insights, we crafted a new framework for the merged entity, identifying a clear personality, set of shared values, and mission statement. Our team consulted on the name for the new company, and created an impactful tagline “Keep Moving”. We then designed a new visual identity, including a logo and color palette, and produced accompanying brand guidelines and templates.

Our work with the MAXA Group brand culminated in a comprehensive set of brand assets, combining the future vision of the Company with history and heritage. We created the visual identity, product and sub-brand architecture, manifesto, and brand strategy required to form the foundations of a new market-leading company.

With our strategic guidance, creative expertise, and consulting services, the two companies behind the MAXA Group brand are ready to take their shared venture to new heights. They also have the documentation and guidance they need to prepare for long-term, sustainable growth.

What we did: