The Maxwell

The Maxwell was a new construction project located in the Pineapple Grove Arts District in downtown Delray Beach, Florida. that will offer luxury residences in one of the most desirable neighborhoods in Delray.


The Van Arnem Group approached BlueIvy Communications in the summer of 2023 with the need to create a website for a future construction project. Although the building was still in the early stages of production, they wished to brand it as a way to attract potential buyers ahead of completion. The project had previously been spearheaded by developer Harold Van Arnem’s son, Maxwell, before his untimely death in October 2021. His father decided that he would carry on his son’s legacy and that the eponymous building would be a personal tribute to Maxwell.


After collaboration with the Van Arnem Group, BlueIvy’s branding team created a tone and design style for The Maxwell. They were able to create a unique logo that included Maxwell’s love of skateboarding and provided a customized style guide for the group to review and approve.


The BlueIvy team produced custom business cards for the Van Arnem Group then went to work on creating the website from scratch. The Van Arnem Group wished to focus on the draw of downtown Delray Beach, therefore BlueIvy generated appropriate copy and sourced visual content for the site. Content was also created to describe the yet-to-be-constructed building and provide supporting information about the project and company to round out the site. The website was fully completed and live within months of the initial kickoff meeting.