Friday, August 7, 2009


Times are changing, and our clients have taken notice.

OMAX Corporation recently launched the MAXIEM line of abrasive waterjet machining centers to meet the growing demand for a basic line of waterjet equipment. OMAX asked dgs to develop the MAXIEM brand, including product name, logo, identity materials all the way to design suggestions for the machine line itself.

This was a challenging project, as we wanted to make certain that the positioning of the MAXIEM line accurately reflected its role in the marketplace as an entry-level line of machines. We endeavored to create distinctly different positioning to ensure that we did not set the groundwork to cannibalize OMAX sales.

With MAXIEM, we also knew we needed to create a new voice. We wanted to speak with an entirely different tone, to further communicate that this new line is very much separate from OMAX.

We are still in the process of finalizing the first series of ads, which will have an edgy, modern feel. Be on the lookout for those in the coming weeks.

For more information on MAXIEM, please visit

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