MAVENS
Until Equality is the New Norm
Until Equality is the New Norm
With only 17% of leadership roles in the communications industry held by marginalised groups, inequality remains entrenched. Women make up more than half the industry's workforce, yet the number of women in senior leadership roles has dropped by 10% in recent years. Gender parity won't be reached until 2074.
With only 17% of leadership roles in the communications industry held by marginalised groups, inequality remains entrenched. Women make up more than half the industry's workforce, yet the number of women in senior leadership roles has dropped by 10% in recent years. Gender parity won't be reached until 2074.
CONTEXT
CONTEXT
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.
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.
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.
APPROACH
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.
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.
IMPACT
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.
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.
“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, MAVENS
LEAH MORRIS, FOUNDER, MAVENS
Scope
Brand Strategy
Brand DNA
Positioning & Messaging
Verbal & Visual Identity
Digital Design
Creative Direction
Culture
• Gender Equality
• Creative Industrires
Sector
Culture
• Gender Equality
• Creative Industries
Culture
• Gender Equality
• Creative Industrires
UNSDGs
