With only 17% of leadership roles in the communications industry held by marginalised groups, inequality remains entrenched. Mavens is on a mission to dismantle systemic barriers and bring diverse voices to the forefront.

With only 17% of leadership roles in the communications industry held by marginalised groups, inequality remains entrenched. Mavens is on a mission to dismantle systemic barriers and bring diverse voices to the forefront.

With only 17% of leadership roles in the communications industry held by marginalised groups, inequality remains entrenched. Mavens is on a mission to dismantle systemic barriers and bring diverse voices to the forefront.

With only 17% of leadership roles in THE communications INDUSTRY held by marginalised groups, inequality remains entrenched. Mavens is on a mission to dismantle systemic barriers and bring diverse voices to the forefront.

Editorial photograph of a diverse group of women representing Mavens' mission for gender equality in communications.
a group of women from different backgrounds

Until Equality is the New Norm

Until Equality is the New Norm

Until Equality is the New Norm

CLIENT
Mavens

SECTOR
Culture
– Gender Equality

PRESS
AdNews Australia
B&T
Creative Boom
Little Black Book
Mavens
The Stable

CLIENT
Mavens

SECTOR
Culture
– Gender Equality

PRESS
AdNews Australia
B&T
Creative Boom
Little Black Book
Mavens
The Stable

SCOPE
Brand Strategy
Brand DNA
Positioning & Messaging
Brand Story
Verbal & Visual Identity
Digital Design
Creative Direction

SCOPE
Brand Strategy
Brand DNA
Positioning & Messaging
Brand Story
Verbal & Visual Identity
Digital Design
Creative Direction

UNSDGs

UNSDGs

UNSDG 5 Gender Equality
UNSDG 10 Reduced Inequalities
Before and after: Mavens logo rebrand by MEK Studio, showing the evolution from the original wordmark to the new identity.

CHALLENGE
After five years as a print and digital media platform, Mavens engaged MEK to lead a complete rebrand that would mobilise audiences from passive observers to engaged participants—moving them from the sideline to the frontline.

CHALLENGE
After five years as a print and digital media platform, Mavens engaged MEK to lead a complete rebrand that would mobilise audiences from passive observers to engaged participants—moving them from the sideline to the frontline.


CHALLENGE
After five years as a print and digital media platform, Mavens engaged MEK to lead a complete rebrand that would mobilise audiences from passive observers to engaged participants—moving them from the sideline to the frontline.


Mavens brand identity with bold editorial typography and the message “Until Equality Is the New Norm”.


APPROACH
Our strategy centred on the brand idea of ‘punk meets prestige’—merging rebellious punk spirit with refined editorial elegance. This duality informed every design decision: sophisticated fashion magazine art direction with dynamic accents, authoritative typography with unconventional proportions, and classic layouts with contemporary elements. Distinct 'M' letterforms represent diverse marginalised voices with different identities and experiences, creating a flexible system that challenges typographic uniformity and embraces individuality.


APPROACH
Our strategy centred on the brand idea of ‘punk meets prestige’—merging rebellious punk spirit with refined editorial elegance. This duality informed every design decision: sophisticated fashion magazine art direction with dynamic accents, authoritative typography with unconventional proportions, and classic layouts with contemporary elements. Distinct 'M' letterforms represent diverse marginalised voices with different identities and experiences, creating a flexible system that challenges typographic uniformity and embraces individuality.



APPROACH
Our strategy centred on the brand idea of ‘punk meets prestige’—merging rebellious punk spirit with refined editorial elegance. This duality informed every design decision: sophisticated fashion magazine art direction with dynamic accents, authoritative typography with unconventional proportions, and classic layouts with contemporary elements. Distinct 'M' letterforms represent diverse marginalised voices with different identities and experiences, creating a flexible system that challenges typographic uniformity and embraces individuality.


Two women with a close-up of the Mavens wordmark with unconventional typographic proportions.
Person holding the Mavens magazine featuring the new brand identity and bold editorial typography on the cover.
Illustration of a medieval woman dressed in colourful attire holding a musical instrument with a pink letter 'M' centred on the image.
Series of animated experimental “M” letterforms representing diverse marginalised voices within the Mavens identity system.
A woman with long hair wearing a black blazer poses against a dark background; Mavens brand values text is included on one side.
Mavens campaign posters using expressive typography advocating gender equality in the creative industries.
Mavens campaign posters using expressive typography advocating gender equality in the creative industries.
Mavens campaign posters using expressive typography advocating gender equality in the creative industries.
Mavens campaign posters using expressive typography advocating gender equality in the creative industries.
Mavens campaign posters using expressive typography advocating gender equality in the creative industries.
Mavens campaign posters using expressive typography advocating gender equality in the creative industries.
Series of experimental “M” letterforms representing diverse marginalised voices within the Mavens identity system.
Series of experimental “M” letterforms representing diverse marginalised voices within the Mavens identity system.


IMPACT
The rebrand transformed Mavens from a content platform into a movement. By aligning brand with mission it now communicates with greater purpose and authority. This has strengthened connections with underrepresented communities and industry stakeholders, positioning Mavens from advocating for change to actively creating it.

IMPACT
The rebrand transformed Mavens from a content platform into a movement. By aligning brand with mission it now communicates with greater purpose and authority. This has strengthened connections with underrepresented communities and industry stakeholders, positioning Mavens from advocating for change to actively creating it.


IMPACT
The rebrand transformed Mavens from a content platform into a movement. By aligning brand with mission it now communicates with greater purpose and authority. This has strengthened connections with underrepresented communities and industry stakeholders, positioning Mavens from advocating for change to actively creating it.


Editorial-style publication layout for the Mavens movement featuring bold typographic hierarchy.
Phone displaying Mavens social media posts showcasing the bold editorial brand identity and gender equality messaging.


“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.”


“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.”


“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


LEAH MORRIS, FOUNDER


LEAH MORRIS, FOUNDER




LEAH MORRIS, FOUNDER

Three large posters feature colourful portraits of diverse women displayed outdoors.
Billboard campaign image

MORE PROJECTS

a group of women from different backgrounds

CULTURE

Revival environmental design: Stacks of salvaged timber in a workshop with "Survival of the Planet" wall text.

ENVIRONMENT

a group of women from different backgrounds

CULTURE

Revival environmental design: Stacks of salvaged timber in a workshop with "Survival of the Planet" wall text.

ENVIRONMENT

REVIVAL PROJECTS
Revolutionising Sustainable Building Practices

Woman walking along a race track

ENVIRONMENT

Bridge of Hope Innocence Initiative culture branding: A stark prison fence background with a white "tally mark" logo overlay.

CULTURE

exercise yard in a prison

CULTURE

Woman walking along a race track

ENVIRONMENT

exercise yard in a prison

CULTURE

BRIDGE OF HOPE INNOCENCE INITIATIVE
Investigating Claims of Wrongful Conviction

Digital decarbonisation design: A dark background with glowing blue and green neon fibre-optic lines representing low-carbon tech.

TECHNOLOGY / ENVIRONMENT

abstract of internet cable

TECHNOLOGY / ENVIRONMENT

MEK
Reducing Website Carbon Emissions

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MEK