✿ Live Client
We repositioned Max to strengthen its brand identity through a community-focused approach.
But first, let’s set the scene!
AKA, this project was for
Right before Max became HBO Max again, we analyzed the brand’s loss of equity after removing “HBO” from its name and developed solutions to help it reestablish its place in the category.
Max is a streaming service owned by HBO and formerly known as “HBO Max”. When they rebranded to “Max”, they aimed to reach a larger audience, including families, by offering Discovery Channel and Warner Bros. content.
The Problem: Without “HBO” in its name, Max lost brand equity and a clear differentiator in an increasingly crowded streaming category.
The Max Breakdown
A Competitor Snapshot
As of Q3 2025, Max was the #4 streaming service behind Netflix, Disney+, and Paramount+. With HBO content on the platform, Max owns prestige content, but this piece gets a little lost without “HBO” in its name. Meanwhile, Netflix owns stories, Disney+ owns family content, Paramount+ owns a variety-driven positioning, and Hulu owns live sports.
Client Goal:
Increase time spent in the app to drive engagement, retention, and advertiser value.
Our Task:
Reduce churn by giving users more reasons to consistently return to the platform.
The Project Pivot
After two and a half months on the brand, the client shifted the brief with two weeks remaining. Our team quickly realigned by refocusing on the client’s goal and redefining our task to deliver work that met both.
Insight
People don’t just watch content—they want to experience it with others.
The Idea
Reposition Max as the streaming platform that transforms world-class storytelling into shared experiences.
Bringing the Repositioning to Life
Creating Community Through Gamification & In-App Social Features
Strategic Objective
Leveraging gamification and social features to deepen user interaction and extend time spent with the Max app
Streamers can earn badges that will be displayed on the landing page of their Max interface.
They will also be able to access the Max shows and movies that they have saved into lists and rated, as well as the ones their friends are rating.
They will be able to add friends within their accounts, and no one will be able to see posts unless they are approved as friends.
When you have rated shows, you will be able to see your ratings within the interface.
During viewings, you will be able to watch with friends and comment in real time.
Gamification encourages habitual usage for streamers
Social features drive repeat visits and time spent on the platform
Sharing what they're watching, recommending shows, or competing on leaderboards drives earned media
Generates more data for Max to create content, refine their audience, and push hyper-personalized recommendations
Increased Engagement + Retention = Big ROI
Production & Launch
My Role
Brand Audit, Competitive Analysis, Category Analysis, Strategic & Creative Ideation, Creative Executions, Deck Narrative, Deck Design, and Pitch
Just for fun, my current HBO Max watch is Girls!
My Team
Jack Ziegler (CBM), Lawler Watkins (CBM), Cecil Parham (CBM), and Katherine “Green” Ohlson (CBM)