Maxim Integrated develops analog integrated circuits for the industrial, communications, consumer, and computing markets. Building upon the company’s positioning as a challenger brand within the semiconductor industry, The Marketing Code is a series of principles to guide company-wide marketing efforts. Gee + Chung Design created an integrated branding program including the logos, description, t-shirt, mugs, coasters, and award certificates, enabling Maxim to embrace its challenger brand positioning and recognize employees who exemplify Marketing Code principles.