Global Branding Case Study: MAXXIS Tyres Australia

As a small design studio based in Eastbourne, East Sussex, many of our projects come from businesses across the UK. Every so often, however, an opportunity comes along that takes us much further afield.

One of those opportunities was working with MAXXIS Tyres Australia, part of one of the world’s leading tyre manufacturers, on the development of a new sub-brand called Team RAZR.

The project focused on logo design, visual identity concepts and supporting marketing assets, all while working remotely between the UK and Australia.

Creating a new identity from scratch is one thing. Creating a new identity that must immediately feel part of an established global brand is another challenge entirely.

MAXXIS already has a strong visual identity recognised around the world. The objective wasn’t to replace or reinvent that identity, but to develop a logo system for Team RAZR that felt like a natural extension of the existing brand.

We explored a wide range of logo concepts, investigating different ways the Team RAZR identity could sit alongside the MAXXIS branding while remaining instantly recognisable. The concepts considered typography, layout, hierarchy and flexibility across multiple applications, from websites and digital marketing through to printed materials and branded merchandise.

The branding wasn’t being developed in isolation.

The Team RAZR identity was intended to become part of a wider customer experience, including an online membership platform where owners of MAXXIS RAZR tyres could access exclusive content, competitions, merchandise and community features. The concept positioned Team RAZR as more than a product name. It was designed to become an ongoing community for 4×4 enthusiasts.

Knowing the identity would live across a website, digital communications and promotional materials influenced every design decision.

Alongside the logo concepts, we also designed promotional artwork for the MAXXIS RAZR range, including an A4 advertising campaign that reflected the bold, high-performance personality of the brand while remaining consistent with existing marketing materials.

Although Wired Creative is based in Eastbourne, East Sussex, this project was delivered entirely remotely in collaboration with the MAXXIS Australia team.

Working across UK and Australian time zones required careful communication, planning and organisation. Design concepts, feedback and revisions were shared digitally, allowing the project to progress smoothly despite the significant time difference.

It’s a reminder that great creative partnerships aren’t limited by geography. Whether we’re designing a website for a local Sussex business or developing branding concepts for an international manufacturer, the process remains the same: understand the objective, solve the problem and create work that genuinely supports the business.

One of the biggest takeaways from this project was the importance of working within existing brand guidelines.

Some of the strongest creative work isn’t about starting with a blank sheet of paper. It’s about understanding an established brand, recognising what makes it successful and carefully extending that identity into something new.

For Team RAZR, every concept needed to feel connected to MAXXIS while giving the sub-brand enough personality to stand on its own. Finding that balance between consistency and individuality was what made the project particularly rewarding.

Although this project was completed several years ago, it’s still one that stands out.

It was an opportunity to work with a globally recognised brand, collaborate internationally and contribute to the early visual development of a new initiative within the MAXXIS Australia business.

Today, Wired Creative continues to help businesses with logo design, brand identity, website design, WordPress development, visual direction and marketing collateral from our studio in Eastbourne, East Sussex, working with organisations across the UK and internationally.