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.
Web Design & Development
The imagery helped bring out the ambition and performance side of the business. We kept the website clean and classic to navigate around with clear, simple messaging. The main purpose of the site was to drive recruitment and attract the best talent to join the firm. Therefore we made sure that Maven’s online presence illustrates the brand as modern and elite with an attractive company culture.
Tone of voice & Messaging
We developed a tone of voice strategy which would help position Maven as a confident industry leader without coming across corporate or arrogant. This was reflected in the messaging which we kept as concise as possible, using powerful words like ‘unleash’ and ‘execution’ to stir up emotion.