BACKGROUNDMavens is on a mission to redefine equality in the communications industry. After five years as a print and digital media platform, it engaged MEK to develop a complete rebrand that would mobilise audiences from passive observers to engaged participants: from the sideline to the frontline.

APPROACH Our strategy centred on ‘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.

IMPACTThe 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.

SCOPE OF WORK