Maxim Healthcare
Maxim Healthcare Services provides home healthcare, behavioral care and personal caregiving services across the U.S. As part of a broader brand refresh, Genesis was asked to modernize the Maxim website and elevate the user experience by bringing more warmth, humanity and clarity to a complex services ecosystem. Building on that foundation, we were later asked to refresh the Maxim Behavioral Care website, retaining the same visual framework while extending the voice to feel more distinct and audience-specific. Genesis also provided clinic design and advertising for Maxim’s Behavioral and Financial Management Services businesses, establishing a cohesive look and feel that could scale across additional parts of the organization.
I worked as the lead designer, reporting to Executive Creative Director Janet Johnson and Digital Creative Director Kirk Erickson. I established both sites’ visual language and layout systems and curated a library of emotionally resonant photography and iconography to reinforce the brand’s compassionate tone. The refreshed design balanced thoughtful UX, updated color usage and accessibility standards to ensure ADA compliance. Our goal was to communicate trust and compassion across every touchpoint while building a professional, scalable digital presence for a national audience.
