Mavens
Until Equality is the New Norm
SCOPE OF WORK:
STRATEGY
Vision & Mission
Brand Positioning
Brand Values
Brand Purpose
Brand Messaging
Brand Idea
Brand Story
STRATEGY
Vision & Mission
Brand Positioning
Brand Values
Brand Purpose
Brand Messaging
Brand Idea
Brand Story
IDENTITY
Verbal Identity
Brand Identity
Visual Language
Brand Guidelines
Verbal Identity
Brand Identity
Visual Language
Brand Guidelines
CONTEXT
Mavens is on a mission to redefine equality in the communications industry. After five years as a leading print and digital media platform, it was time for it to evolve into a movement for change. This (r)evolution needed a complete rebrand, from verbal and visual identity to strategy and positioning. MEK was engaged to develop a brand that moves people from the sideline to the frontline.
Mavens is on a mission to redefine equality in the communications industry. After five years as a leading print and digital media platform, it was time for it to evolve into a movement for change. This (r)evolution needed a complete rebrand, from verbal and visual identity to strategy and positioning. MEK was engaged to develop a brand that moves people from the sideline to the frontline.
APPROACH
Through our strategy process the brand idea emerged: punk meets prestige. We developed a verbal and visual identity that embodies the rebellious spirit of the punk subculture with the refined elegance and cultural influence of iconic print publications, honouring Mavens’ storytelling roots through digital and print mediums. Each design element was chosen to convey this duality: traditional colours juxtaposed with dynamic accents, authoritative typography with unconventional proportions, and classic editorial layouts with contemporary design. This balance between disruption and sophistication created the unique brand idea—one that honours editorial excellence while challenging conventions, resulting in an identity that’s both authoritative and unapologetically original.
We developed a bold visual language built around distinct ‘M’ letterforms with each representing the rich diversity of marginalised voices. These variations reflect different identities, experiences, and expressions—reinforcing the movement’s commitment to equality across all walks of life. Beyond conventional typographic choices, this system challenges uniformity and embraces individuality, resulting in a visual language that’s as multifaceted as the people it stands for.
IMPACT
The rebrand has repositioned Mavens from a platform for discussion to a powerful movement for change. By aligning its identity with its mission, it now communicates a stronger sense of purpose and authority. This transformation has deepened connections with underrepresented communities, engaged allies and industry stakeholders, and amplified the movement's relevance and commitment to defying established values. By bringing strategy and impact to the forefront of our creative process, we've helped Mavens evolve into a leading force for equality—one that goes beyond advocating for change to actively creating it.
The rebrand has repositioned Mavens from a platform for discussion to a powerful movement for change. By aligning its identity with its mission, it now communicates a stronger sense of purpose and authority. This transformation has deepened connections with underrepresented communities, engaged allies and industry stakeholders, and amplified the movement's relevance and commitment to defying established values. By bringing strategy and impact to the forefront of our creative process, we've helped Mavens evolve into a leading force for equality—one that goes beyond advocating for change to actively creating it.
“Working with MEK was transformative. They didn’t just create a brand, they helped shape a movement. Their strategic and intuitive approach translated our vision into something more powerful than we could imagine, providing both a roadmap and launchpad for real impact. From day one they made our mission their own, bringing an extraordinary depth of understanding and care that made their collaborative process seamless and deeply meaningful. The final result stays true to our story while elevating our message, giving us the clarity and confidence to push our mission forward. MEK helped us build something that truly matters.”
LEAH MORRIS, FOUNDER & EDITOR, MAVENS
