The Maxfield Group here is forming a new freestanding design division, continuing the full-service development of the shop since it changed hands a year ago.
Owner Steve Max-field has enlisted Dallas-based designer Michael Landon to head Max-imum Design, which will serve both Maxfield clients and existing business handled by Landon.
Landon is the former executive design director of Monkeyhaus, a sister firm of Hadeler Sullivan Ewing here. He also ran Landon Design in Washington, D.C., for 11 years.
"We seem to complement each other nicely," said Landon of his relationship with his new agency. "They are very much into design."
Maxfield said he was looking for someone to operate a separate profit center at his agency. "That's what I preferred," he told Adweek. "And that's what Michael does so well. He works with clients independently."
Landon will also participate in overall management direction and new business pitches.
The new unit builds upon agency capabilities upgraded in the past year, such as a new planning and research department and a digital production studio, StudioMax.
Maxfield, who worked under previous owner Peter McKone for 15 years, purchased and renamed the business-to-business oriented shop on Sept. 17, 1996.