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MaxLove Brand teams up with IMM on artist t-shirts series
25
Jul '14
MaxLove Brand, a social enterprise and apparel brand devoted to helping children fighting cancer, has teamed up with IMM to launch a signature artist series, featuring limited edition t-shirts created by local artists.
 
“I wanted to use the ‘Inspired by Hope’ mantra to create a custom typographical design that helps to spread the MaxLove message in a bold and empowering way. These are SuperKids looking to make a stance and I hope people become inspired by their stories to help make a difference.”
 
IMM held an internal design competition among its creative talent that resulted in two designs chosen by MaxLove that went into production, “Inspired by Hope” and “Heart.” Both t-shirts are now available online at the MaxLove Brand website with all net proceeds going to the MaxLove Project. The success of the first two shirts has spawned another round of collaboration coming in the following weeks. The agency is also planning to work with the MaxLove Brand on additional branding initiatives.
 
The MaxLove Project and Brand began after SuperMax Wilford, a seven-year old superhero, was diagnosed with brain cancer. The MaxLove Brand developed as a way to fund the Project’s goals and initiatives without competing against other worthy cause’s fundraising efforts. 100% of net proceeds of their beautifully designed apparel and accessories lines directly support children fighting cancer and life-threatening conditions. Some of the initiatives the Project supports include: whole-kid wellness, comprehensive-integrated therapies, research and resources.
 
The IMM and MaxLove Brand partnership began after IMM’s Executive Creative Director, Kyle Taylor, and Engagement Strategist, Tyler Briggs, learned about Max’s incredible loom-a-thon initiative during a guest appearance on Jimmy Kimmel Live. Upon investigation it was discovered that MaxLove Brand and IMM share Boulder roots. IMM reached out to offer support and a company-wide passion project was born.
 
“Our team is passionate about supporting the local community, and we decided to help MaxLove Brand get the Artist Series they dreamed about off the ground,” IMM Founder & CEO Adam Edelman said. “IMM is committed to giving back, and we’re thrilled to have found a local partner in MaxLove.”
 
The two winning designers, Sarah Babetski and Mike Casebolt, described their inspiration for their designs.
 
“I wanted the t-shirt to embody the spirit of MaxLove’s ‘Inspired by Hope, Made with Heart’ mantra. The heart is a simple symbol but represents so much – love, hope, strength, compassion and spirit – all essential to the healing process,” said Sarah Babetski, Designer at IMM.
 
Mike Casebolt, Art Director at IMM said, “I wanted to use the ‘Inspired by Hope’ mantra to create a custom typographical design that helps to spread the MaxLove message in a bold and empowering way. These are SuperKids looking to make a stance and I hope people become inspired by their stories to help make a difference.”
 
“We’re beyond grateful to have collaborated with IMM, and we’re incredibly proud to showcase the winning designs in the MaxLove Brand store to help raise funds for kids who need support just like Max has received,” said Audra D. Wilford, MaxLove Project Chief Hope Officer and Max’s Mom.
 

MaxLove Brand


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