Regrets Only
Max streaming service logo: white lowercase wordmark centered in a dark circular emblem with iridescent edge lighting.

HBO Max

Two years after rebranding as a standalone streaming service, HBO’s brand creative team brought us in to help pivot—reconnecting Max with the clarity and cultural weight of the HBO brand, and laying the groundwork for a return to the name HBO Max.

Brand Identity, Visual Expression

Glass Max wordmark overlaid on a film still from Joker, showing the character in red suit and clown makeup.
Two OOH panels on concrete underpass: White Lotus Season 3 and The Last of Us Season 2 key art with "Hits Different" tagline
Key art system: The Last of Us, The White Lotus, True Detective Night Country, and House of the Dragon with frosted matte below for logo
Max subway posters with frosted glass logo overlaid over three frames of HBO show imagery, adapting to color
House of the Dragon subway platform digital poster; character in red gown before dragon, Max logo at bottom on frosted overlay below
iPhone displaying Max app launch screen: iridescent wordmark in layered dark concentric circles on deep navy ground
App UI detail: Top 10 chart with The Brutalist ranked #1, large glass numerals framing the title card on black field
Brand keyframe: transparent circle lens motif over rack focused still from Dune, wordmark centered in edge-lit clear logo overlay

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