Maxwell Fabrics

Maxwell Fabrics

Brand Strategy, Print Communication, User Experience Design, Information Architecture (IA), Web Design, Technology

Maxwell is one of Canada’s leading national decorative fabric suppliers and new entry into the US Market. The company is a fashion-wise supplier of modern-classic, fabric collections. It is a young company with a long history and a worldly perspective that connects with the residential design community and has a special talent for anticipating design trends.

When the leadership of a family-owned business moved to the younger generation, it was time to revisit the company’s brand and marketing strategy.

Signals has worked with two generations of the family that owns and operates Maxwell Fabrics Ltd., a trade only supplier to the residential design community. Over the past three years, Signals has helped Maxwell grow from a solid local business into serious competitor in the highly competitive US market.

It started with a brand renewal that revitalized the visual identity and secured Maxwell’s position as a fashion-wise supplier of modern-classic, fabric collections. Then, to support the company’s mission of making beautiful fabrics accessible, we developed fabric sample books and a series of marketing materials. We also developed an advertising campaign for high-end interior design magazines to expand Maxwell’s presence in the US market.

Next, we designed and developed a new website that has enabled Maxwell to take advantage of the growing potential of online marketing. Our research into customer needs and competitors’ sites ensured that the new site would be built to address the changing needs of Maxwell’s client base, with a focus on giving existing customers greater control over their accounts.

Visually, the site speaks directly to interior designers and decorators. It showcases Maxwell fabrics within a user interface that is both functional and displays a strong sense of style. The new site also incorporates a sophisticated data management system that is integrated with the company’s order taking and inventory control system. Customers can order samples, check and order stock, obtain pricing, manage shipping and generally manage their accounts. In addition, the new site encourages visitors to create a web user account and take advantage of the tools that are provided throughout the site. This feature was designed to convert website visitors into trade accounts.

Maxwell people are now engaged in creating and applying new content and measuring the site’s effectiveness by reviewing site analytics. The site is relatively new, but Maxwell is already seeing a return on its investment in terms of the reduction in time required to personally attend to trade accounts.

Signals is proud to have helped shape the next generation of Maxwell’s growth.

The Maxwell identity moves away from a traditional corporate look, employing a hand rendered script that conveys their sense of style. The colour palette was stripped away to classic black, with greys as secondary. Bodoni was introduced to give headings a classic advertising feel while a more modern san serif Din is used in body copy.

The move to a black logo and grey pallette was to allow the primary colors to come from their fabrics. The website, fabric swatch books and advertising all pick up the minimal white space approach and allows the products to stand out.