Max Hancock & Co.

09/10/2026

Every company has a gap: the space between how they see themselves and how they’re actually seen.

The only way to bridge it is to identify what’s most true about the company — the trait customers already feel, even if the company hasn’t articulated it yet.

In my Insights post, I break down the two lenses and explain how “the gap” can be resolved.

The Real Starting Point of Identity Design https://www.maxhancock.co/post/the-real-starting-point-of-identity-design

08/18/2026

From our Portfolio: Creative development for MetLife’s “Promises Kept” campaign, produced as a full out‑of‑home takeover at Washington, DC’s Union Station, featuring posters, banners, and digital display placements.

08/12/2026

See what we build and why it works. View our showreel.
www.maxhancock.co/about

08/04/2026

From our digital design archives: The design of Cosmopolitan’s Watch Party app, created with Pitch Interactive, a mobile experience built around The Hills that includes trivia, live reactions, and integrated shopping for items featured in the episodes. See more digital work at www.maxhancock.co

08/03/2026

From the MH&Co. Archives: Design and foundational graphics for USIP’s Global Peacebuilding Center website, built in an experiential style popular at the time, centered on classroom use and featuring a virtual passport.

07/21/2026

The Work Behind a Strong Identity - I explain why the strongest brands feel inevitable. Simplicity is not accidental; it comes from decisions about tone, structure, hierarchy, and restraint. Build a clear system. Live with it. Refine it. (3-minute read)

I show the behind‑the‑scenes work that turns design into a tool - not decoration - so teams can apply an identity without guessing. Agencies, startups, and established brands: focus on the decisions that hold your brand together. What decision would you prioritize? 🧭

Read the full post: https://wix.to/jRiw2tA

What makes a brand identity stick — and the one thing that brings it all together.The strongest brand identities always look simple. They feel clean, intentional, and almost obvious — as if they were always meant to exist. But that simplicity is never accidental. Behind every identity that “st...

07/16/2026

Most naming debates happen in spreadsheets. But the real decision happens when you see the name in use. I wrote about the visual test every name must pass — full post: https://www.maxhancock.co/post/the-visual-test-every-brand-name-has-to-pass

07/07/2026

Been building toward this for a long time — excited to finally share the new MH&Co. site.

maxhancock.co