Story
Maxis, Malaysia's leading teleco provider, is experiencing a decline in customer connections. Seeking clearer brand articulation, Maxis engaged WHAM Brands, the internal brand studio of Hong Kong conglomerate Hutchison Whampoa, founded by former Executive Creative Director of Wolff Olins Doug Hamilton.
Challenge
Maxis wanted to better communicate its market position, increase customer engagement and connection through a clearer brand articulation. Additionally, they wanted a more unified approach which would improve staff retention and attract new talent. Maxis also sought a new flagship retail concept for two key sites in Kuala Lumpur that would set a benchmark in telecommunications retail design.
Outcome
We refined Maxis' strategic direction and refreshed its visual identity, focusing on tonal and visual articulation. We developed illustration concepts that can be applied to marketing collateral and designed a retail concept that enhanced customer interactivity, optimized flow and increased cross-selling opportunities.
Client
Category
Maxis Telecoms
Brand Refresh & Environment Design
My Role
Brand Project Manager
Internal team
Head of Brand Environments
Project Manager
Environmental Designer
3D Visualizer
Senior Graphic Designer
Graphic Designer
Studio Designer
My Contribution
We developed two illustration concepts 'Maxis World' and 'My Play' that can be applied across marketing collateral, digital platforms, retail environments and external communications.
Staff Uniforms
Inspired by the textures from the retail environment and elements from the illustrations, we designed staff uniforms that offer a modern take on the traditional Malaysian Baju Kurung and Baju Kebaya.

Furniture Design
We designed a selection of furniture, including a mobile welcome desk that holds equipment and stationery. The desk features a height-adjustable table, clad in ribbed anodized aluminum with a sliding tambour door and equipped with wheels for portability.
Retail Design
We designed a retail concept that aims to increase customer interactivity, optimize flow and leverage cross-selling opportunities. Key strategies included creating a compelling entrance, establishing clear zones and wayfinding for easy navigation and transitioning from a handset-centric transaction model to a service-oriented relationship model.



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