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BACKGROUND & CHALLENGE

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Renaming to reposition and grow

Background - For over 20 years, Development Advisors, a Charlotte-based company, specialized in negotiating incentives across various industries, including manufacturing and real estate. Their collaborative approach with executives, project teams, and government officials added significant value to their clients' capital investment decisions. However, the company’s name, "Development Advisors," didn’t fully convey the substantial benefits they provided.

Challenge - The incentive negotiation process is complex and often behind the scenes, with its benefits only realized at the end of a lengthy process. The name "Development Advisors" did not reflect the impactful financial gains their services offered. It became crucial to shift the focus from the process to the compelling reasons for companies to engage with them.

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STRATEGY

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Audit & Rebranding for Alignment

GBC conducted a comprehensive marketing and brand audit to clarify the company’s mission, vision, unique selling proposition, and positioning. They analyzed existing materials, including logos, sales sheets, and advertisements, to identify the best way to highlight the company’s expertise in maximizing incentives and lowering tax burdens.

A deep dive into website analytics revealed a disconnect between the company’s name and its unique value. A rebranding was necessary to align the name with their strategic goals.

CREATIVE & EXECUTION

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Going bold to grow forward

Following the brand audit, GBC recommended renaming the company to "Maxis Advisors," reflecting their expertise in maximizing benefits and opportunities. The new name, "Maxis Advisors," supports future growth while honoring their strong reputation built over the past 25 years. The updated logo, featuring bold capital letters, was designed to convey strength, trust, and sophistication.

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\ BROCHURE & CORP ID

Relationships and effective communication are central to Maxis Advisors' operations. A professional marketing brochure was developed to clearly articulate all services and benefits. The unique booklet format, featuring a front pocket for personalized notes and a business card slot, along with cleanly designed letterhead and corporate identity pieces, emphasized the strong brand presence.

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The original website contained too much detailed content, overwhelming users with the "how" rather than focusing on the benefits. GBC recommended streamlining the content to highlight key messages that would engage visitors. The rebranded website launched in August to a highly positive reception from clients and partners.

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Tradeshows and corporate events are integral to Maxis's marketing strategy. GBC designed three versatile pop-up banners, which can be used together or individually, depending on the audience. The banners concisely highlight Maxis’s primary service areas, with messaging designed to capture attention and encourage engagement.