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Rotating logotype that reads 'MAXCo.LAB'


A award-winning creative lab for bold thinkers and true collaborators.

White furniture with green book in MAXCo.LAB Queensland office.

MAXCo.LAB Philosophies

MAXCo.LAB is the award-winning innovation and through-the-line division of the MAX network. Our passion lies in crafting distinctive branding, propelling product development, fostering unexpected collaborations, evolving communications and executing inventive campaigns that breakthrough the conventional in favour of the remarkable. We are a creative lab for bold thinkers and true collaborators. And our vision is to move mindsets from ‘always on’ to 'always innovating’.


The LAB is where disruptive ideas become creative realities for our clients. While our strategies are always founded in insights and audience intelligence, we match this with an experimental mindset which allows us to bring to the fore new possibilities for future excellence.


As per our namesake, we believe magic happens when people come together to achieve a common goal. The act of collaboration turns ideas into realities and intentions into movements. We've redefined the creative agency model by assembling the perfect blend of contributors, creators, and creatives for each project.


We immerse ourselves at the forefront of emerging media and the latest trends, ensuring our message resonates precisely where it matters most. By consistently pushing boundaries, we break through the clutter and establish meaningful connections with audiences.

Two computers on desk in MAXCo.LAB Queensland office.
Downstairs area of MAXCo.LAB Queensland office.

Our Services

MAXCo.LAB is a through-the-line innovation agency; your one-stop shop that rethinks traditional services and expertise silos. Built on the principles of scalability, agility and value, we maintain a laser focus on business needs and opportunities, fostering trust, consultation, and conversation that flows both ways:

  • Through The Line Retainer (TTL)
  • Insights & Strategy
  • Brand & Product Development
  • Communications
  • Creator & Influencer Collaborations
  • Partnerships & Collaborations
  • Social Media & Digital Campaigns


We are passionate about working with brands, businesses and individuals who are committed to offering audiences exceptional products and memorable experiences that subverts the conventional in favour of the remarkable.

  • Australian Turf Club
  • Crop Shop Boutique
  • Forever New
  • Franck Muller
  • Hydrafacial
  • Moët Hennessy
  • Integria Healthcare
  • ___________________
  • Canaccord Genuity
  • FDC Building & Construction
  • Heinemann
  • Hermès
  • KING Living
  • LARK Distilling Co.
  • Luxasia
  • One Mile
  • The Macallan
MAXCo.LAB sign in Queensland office.

Work Highlights

Whispering Angel in the Queenstown snow with helicopters
Art Station at World Herb Day
Jadè Brycki at the Heinemann Sydney Airport Luxury Precinct launch created by MAXCo.LAB
MAXCo.LAB's Client Hermès Brisbane store front.