Two years after rebranding as a standalone streaming service, HBO’s brand creative team tapped RegretsOnly to help pivot—reconnecting Max with the clarity and cultural weight of the HBO brand, and laying the groundwork for a return to the name HBO Max. I was brought in as part of a three week sprint. Our approach was simple: realign, not reinvent. This meant restoring the premium feeling of HBO, while articulating Max’s unique point of view—not a brand competing for attention, but one that elevates the stories within it. The brand itself is intentionally understated—something you look through, not at. The new Max identity puts HBO’s stories and characters front and center, while setting a distinct tone for the brand’s ongoing evolution.