Maven is a leading market maker and trading firm. They wanted to upgrade their brand to better reflect their values and stature while showcasing the company’s culture. Teamwork, elite performance and a warm working environment were three key elements we wanted to highlight through the brand identity.
We decided to change the icon but keep the feather symbol for continuity. We chose imagery which reflects individual and collective success in an aspirational lifestyle way – think olympic rowers in symmetry, climbers on a mountain and sky divers. We wanted to steer away from a corporate look and feel, presenting Maven as an attractive, exciting and ambitious place for talented people to work.