![](https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Thumbnail-Landscape.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=400&s=8be2faa1398b1ad73ce48ba783699ad2 400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Thumbnail-Landscape.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=6efed1b2ca5b537560c885f918feff79 600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Thumbnail-Landscape.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=e5d94786b6c019456fe5d74c74eff003 800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Thumbnail-Landscape.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=236e91f32c4e0648a3cea444284e678d 1000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Thumbnail-Landscape.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=8d16a219500e6f5a9e940ec41abef181 1200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Thumbnail-Landscape.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=518ee0a47fab58d9b554ccfbcced5ba0 1400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Thumbnail-Landscape.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=de3a9cdfe3ae8677b2958261a2845180 1600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Thumbnail-Landscape.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=96c45ba8949114567cf8f3a63a59d33f 1800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Thumbnail-Landscape.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=717777c84d1bfd0acd4e41ec64a4522d 2000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Thumbnail-Landscape.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=8da10e32defa64e4ed81f9dd34089ec4 2200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Thumbnail-Landscape.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=88abc7a2b263a76795224a576a7ccfdf 2400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Thumbnail-Landscape.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=416b64c7cd0c8bed4f4318106643c75a 2600w)
How do you reinvent a brand in the midst of a major transition? Following regulatory changes, Leumi Card, one of Israel's leading credit card companies, separated from its parent bank, Leumi. Leumi Card needed a new name, identity, and visual language that would establish their independence while maintaining broad brand recognition and their status as a household name.
![](https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=00b1ff72a499152d0fc1daca970ad790 600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=958725c225ab7f0517c9443ce816e37f 800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=5062e95ff09198a0b562bb6aa861b201 1000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=6605f070a4120797146bab4dfeb6626b 1200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=60a2d39e98681d60b22f1032bc28e461 1400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=465cb037792aad7e6f477da17d53b70c 1600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=9938c393964f5c0adc2d2edebdc0425e 1800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=57a4a742e3aed253101717358e054acd 2000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=ad92ea2e55c112d8f33bdf43dcaa14f2 2200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=5c2cb124dfd3c2330f474dc243c2ba6c 2400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=b7e852461ca55b835a8800787de3867e 2600w)
Leumi Card needed a bold and differentiated brand that would create strong recognition and memorability with retail and business consumers. Their new name and identity had to enable a smooth transition from Leumi Card to their new brand.
![](https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=de6564376ac61c73a6753f95eee8a6ac 600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=38feaed30439cf77cf3ec5fb326e719a 800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=574ceaaf2a592c476f28ad68a9a1da72 1000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=6b2dcd410324ac0f0a1029abb482c36b 1200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=9de8c0522e41b27f10f0e20bcc279031 1400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=eef201645387126ae9821cbf7677e2a3 1600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=001e0cca7f1ed009b7fe93738c3789dc 1800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=1609f8da702b7f1f9731b17548a8753a 2000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=0471b32dafe7179febdfad1b6898678f 2200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=c6f32b0fed22ff0d2f2c19f6c0d5ae7b 2400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=c877eed74b519773600bb9b90f5b1112 2600w)
![](https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=841bb858f7e39c1dffaa50368fbc516c 600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=de9a24538ab0c19f613ad93393cf685c 800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=2e8384d788d548c2d07095329b6ec9da 1000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=14424a4b580855d7d0b11f543ac14b1f 1200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=c7898f6870bc176fba2f05a18cfba8a0 1400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=bee308814c4ed8d30faa38532aedd5cc 1600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=05883212eadf40b7f9f6052431b08ec8 1800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=20b62c0d847623aba2a44d1ba70fd6cd 2000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=c9a1274313bd2bb91ea7ff330679ed23 2200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=363d8ce79b0e68b1598aca22de08d66b 2400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=cab307b8d9e6017344efcedce0b4de54 2600w)
![](https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=e8150c88afbadfc6f5d6f0a3469eb9ef 600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=cdda48c9554969d318344eed8274c36a 800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=3f3410e01995867b1648c917c2824da1 1000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=98cf0d27272bc2909e1ae794fada0083 1200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=6141e99d48d8d923e0f56cea3f457fd2 1400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=4d8fa4d54c7199672bf4ae16379a3620 1600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=cc0497be8a3194d402893aa174158db3 1800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=69e7ebe0bbfe64124abe60cb99996ccc 2000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=d45691cd214c78aeff16069404f13f66 2200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=638001329fd81c5c2479d97d6cb65ac5 2400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=fa523c159c5f9d3bda226dfa76b80ac6 2600w)
![](https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=a653bfc834156037c9e264c7ec86829c 600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=a50ed0267e287fe2fcaba23a3e3bfb6b 800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=10e85d965046009d250cdbd1ffa49f0a 1000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=bc8af5a705d8eb9bf840f4fbb94ea84b 1200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=6061681866d4773fd4b5b35f70e4c11b 1400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=fbc857acd89bcf48522d0aee67ea0ca3 1600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=ee2f380f926781f6249721308c037377 1800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=9dae8d8f8204f35599babccdf5b6def1 2000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=a6ba8bfc441f61cd0867e1975a54672b 2200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=118860d022fa695143400970711bbda9 2400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-3D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=0f9b3a86e20be2f6d5f0c33f56580caa 2600w)
Our teams worked together in a series of workshops to define the new brand personality, identify a brand name, and create a visual concept. These building blocks informed the design of a new logo, a new font, credit card designs, website and mobile app. The new brand encapsulates its promise right in its name: max – making the most out of your money. The logo is sturdy and bold, differentiating it from financial players on the market while keeping it simple and memorable for customers.
![](https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=77bd5fef8b21641b718bbcee1baae085 600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=793f0f4190594d4b353ca0f8b6637601 800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=e30322756e5bdee90c90174a3d2e8070 1000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=04cbcac683c6c349c5138b1467118b0b 1200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=97a38d476149b50fa904854490dbb951 1400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=c86b8bfb7d2ce912c98cfe335696187f 1600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=7b0fe1a9a1351b3deb88ffb21f45a6c2 1800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=166a34a20d3fb1476accfb4f57728200 2000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=a0abaaba35eed21e10e588b9b2a8b702 2200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=b1cb5a1e486b13d9cd6df99c9389d09a 2400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=7864207e1e1f3e5f076fb20857d265a9 2600w)
![](https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=ba532a76bada12149fe9df1b0cf26431 600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=368c27eecb98c15f736643d20e232c8b 800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=d4b518461dedd1808f8aebd093ffc19b 1000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=f3c93d89b89d0deda3e03e89c08d118b 1200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=2cac46da5d5503cf27f8b536661d1528 1400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=9a5dbb4ad43d1342e37bd29e200ea617 1600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=02e64a9740a5af825372f4ca0fe29e49 1800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=fe95aff73b5d70c09cc9b4a9b4e972bd 2000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=a2b3494a4f7c38be252771d591987589 2200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=39597d1e8708774367fb35c190b13656 2400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-1.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=3b576d6f5e861f266afa2d84ff6b71c3 2600w)
![](https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=e1279c2003de5fdc80d890abfc661f0a 600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=5f98777fb1edd8320c3a8657c88bc421 800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=5ca8ff9b9a7fcf28882d4d13ad709328 1000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=9989b480060e16924780f9e325bbd84b 1200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=234e58c45086bc5d2e42ee4bc19260bf 1400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=8067008a44d5dd2f2af618d02dda7ef8 1600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=3ea135ff5ba2bac9c0ac442e419218d0 1800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=d9679e8f8fdfaf255553f6b157fec004 2000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=3bd493ed6564dde24fb678f8cfa28cc1 2200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=27e2a579e834b487bb357e098aa381b6 2400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-3.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=41dffc2dae89dab76dbd0661df2c4dbc 2600w)
![](https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Portrait-1-LARGE-NEW.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=45186f5885163c8ad74db4a8f02df662 600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Portrait-1-LARGE-NEW.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=d90170cccbff1623bf75322b02361749 800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Portrait-1-LARGE-NEW.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=e4e27ccab9ad79e40d019967d8ce4f41 1000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Portrait-1-LARGE-NEW.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=a9c31764f0b5432f39c1efb2c81ba821 1200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Portrait-1-LARGE-NEW.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=ef745baf214ea068db83200931380f3b 1400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Portrait-1-LARGE-NEW.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=c81a4d3023d8d5230d4a40861373c25a 1600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Portrait-1-LARGE-NEW.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=aebb625cb880f3d75ce441006185b3bf 1800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Portrait-1-LARGE-NEW.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=9e85e4db45c3132392aa3d5d95a22770 2000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Portrait-1-LARGE-NEW.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=77755ac37584b65ccedfa65d6a94cc83 2200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Portrait-1-LARGE-NEW.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=a3e1f424ae7805d6b3baf47f391b50e5 2400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Portrait-1-LARGE-NEW.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=75cf7caaa45449ebddebb325f7356401 2600w)
We evolved a comprehensive visual language and a bespoke font from the logo. The max font, designed with Fontef, brings English, Hebrew, and financial information together while being confident and conversational.
![](https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=355a67576c0c7cb8ea7edb51ed75ad5c 600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=0b42ee99058af0f8c9c3ba1eb57cac99 800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=7abf0e0dc1799ae796a4526bfbd7c79a 1000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=3a8bf05b3f30303a1b8f03762e45a418 1200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=6ba88c87c363f8cd13e8738fafe15cfa 1400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=aa76e39391ab65ac32fcb489a7936d20 1600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=b8e500265d910ddfe3853bc44bd01f43 1800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=128d9be2c51a9e36ee404460378cc31b 2000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=e03946316c74d82379c8483b3792d582 2200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=b9199b44471a37b2f969e8fd6b7382db 2400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-Fallbak-2.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=10d580c7db31801919e6fbefbe207c08 2600w)
![](https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=4c934dbb0ed340984c5d1869c768198b 600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=0c041e8727522d28886989a990a76ef4 800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=d5d2cddf4cd1bfaeab41039af46e60a6 1000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=ce24c5bc1267059fd2acfeb05c49f769 1200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=0a113ae4e55bed698e89b25aafaa9f09 1400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=abd2acbaa9370782f112be291b3802bd 1600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=b0ba402f21875a9eed256df98911f148 1800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=ede767ee890afae17401077fa257eb73 2000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=360c7e619347155ab0854cc0f951a5f7 2200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=02f36b067ce536e0c0ee662577ee78d6 2400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4B.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=e0be097b78739a0876c09c143c0b40ef 2600w)
![](https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=397de6e0dac860d1fd8a117cfc5fdc12 600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=29efca388c2aab5f78f4a759033c015f 800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=b42a83388d6a72013c52063b22141f35 1000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=480817c7782f827b09fc7dccc03d4d66 1200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=cb8f1f491e3fd9f7b23bfbb7f83b074a 1400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=bbad32c4f1b479a51319330c5e3e32c7 1600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=1f1b2c36408e3b385b8a015fba102112 1800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=6819899251f7652dff961ab0adb3d37a 2000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=71d4b2ab1a8af2dcc1fe7179dd0f0543 2200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=c9ebdac54233e05bdabfab2956a3413d 2400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4A.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=094f81fc3c3d1bcbf19eb8a673ca348b 2600w)
The logo can stand alone as a graphic element, and the letters in ‘max’ – stylised as an upward-facing arrow and other simple shapes – are used in patterns throughout print and digital materials. To enrich max’s brand expression, we led a photoshoot with a team of photographers, using a style that depicts realistic day-to-day situations and Israeli locality.
![](https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=8541077c25e1279b660f88ca384117b8 600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=7a334e6a9774980bf30728f0fdb0f389 800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=ed60522a1086445f7f5b853aff0db81c 1000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=9cf3b7a3e35d35615757b03c0de7d6df 1200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=d4c1e5e10fe80569398a6c6960849ce4 1400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=ae4ff8cd179e5d5642622893e4925422 1600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=ce6dec507dd45d51379e5e86564e91d1 1800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=30a8024356a3d70df89e87d910a1ebf2 2000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=b1562111d3025f5d7454e404abc4a866 2200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=ac32efafe8b569c3ba1ad8b08b0b0803 2400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4C.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=38bcbc612f6ce070e347f3c77f487a95 2600w)
![](https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=4afe5da181a3ffa0768ad9acf40719d9 600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=69a1c25b3a5d4e308108b1778c09638c 800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=9d6e24608c6e178891c49ca7c22cdb40 1000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=fc500b610318f2476642ba13590e07de 1200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=6da364657b09cc80599a51ba36897f73 1400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=feaa9a1d5a098bc3d0e5b3917726f9bf 1600w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=e942ca060bb84dd21ff25f49eaf8aaed 1800w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=7e0070dc707800d98819ad917e521517 2000w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=d40b773fe06e0e9b67c5bc430db4a83d 2200w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=3ddd67a3499379de61db4933431f0d56 2400w, https://designit-web.imgix.net/images/Case-studies/Max/Max-leumi-bank-Body-Landscape-4D.jpg?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=9b9ed8ac34a99a3a79529f29285abba8 2600w)
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