ModMax was developed as a dedicated brand for Ashley’s modular upholstery collection, designed to appeal to customers seeking flexible, customizable furniture that adapts to modern living. I led the logo design and visual identity exploration, creating a mark that reflected the brand’s emphasis on versatility, contemporary style, and modularity. Originally intended for Ashley’s wholesale channel, the identity gained significant internal support after implementation at Market, ultimately leading the CEO to expand the brand into Ashley HomeStores as a retail offering as well.
