Building Coherence

from Brand to Operations

Transforming Maxamin Homes into a unified, scalable system—strategic branding at the top, detailed customer journey mapping in the middle, and automation at the foundation. From values and visuals to funnels, SOPs, and integrated platforms, every part was designed to work as one.

1. Strategic Branding Foundation

  • Began with a workshop for board members to define core values and brand attributes (key, valued, and table-stakes).

  • From this foundation, developed brand guidelines: messaging matrix, imagery style, corporate type families, color palette, and key applications (stationery, website design).

2. Customer Journey
& Funnel Design

  • Built a comprehensive journey map covering the Marketing, Sales, and CSM funnels.

  • For each stage: defined goals, channels, tools, and KPIs.

3. Content & SOP Development

  • Created a strategic content plan for every funnel step, including what leads/clients receive and what internal SOPs teams follow.

  • Developed minimal-format content templates (emails, catalogues, presentations, hero images, subject lines, CTAs) to ensure clarity and scalability.

4. Visual Design & Execution

  • Designed and finalized all client-facing deliverables: branded emails, sales decks, catalogues, and digital assets.

  • Ensured consistency with the newly defined brand system.

5. Automation & Integration

  • Created a connected, automated ecosystem spanning finance, project management, CRM, and communications—integrating JobTread, QuickBooks, Mailchimp, OpenPhone, Stripe, Zapier, and Squarespace.

6. Training & Implementation

  • Developed manuals and training for staff, ensuring new systems and workflows were fully adopted and operational.