A modern memory. Tailoring Maxalto new identity.

Brand identity, Shooting concept, Editorial design
CLIENT: Maxalto / YEAR: 2018
Photographer: Kate Jackling

Precious materials, refined workmanship, and a deep awareness of the history of classic furniture—combined with the contemporary vision of architect and designer Antonio Citterio—are the defining features of Maxalto’s interior furnishing brand. Juma’s visual restyling in 2018 aimed to preserve the elegance of the product while enhancing its identity through strong contrasts, clean lines, and visual clarity. The first photographic interpreter of this renewed stylistic language was British photographer Kate Jackling, whose distinctive approach captured the sculptural quality of the pieces. Her dramatic black-and-white images amplify the theatrical dimension of the project, offering a bold visual translation of Maxalto’s refined identity.

Alcor storage unit by Kate Jackling
Caratos Chair by Kate Jackling

The use of black and white, the strong contrasts, the play of light and shadow: Kate’s expressive language and style, aligned with the Maxalto world, are the basis of this collaboration.

Sella Bench by Kate Jackling

Referring to Maxalto’s world of high-end craftsmanship, Juma chose a fabric for the cover of the general catalogue, while the feeling of tailoring is evoked in the stitched binding of NEWS and in the refined print finishes.

2018 Catalogue, Papercraft details
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