Mavens, a movement focused on gender equality in the creative industries, has unveiled a bold new identity created by MEK Studio in Melbourne. Originally an online platform and publication, Mavens has now transformed into a full-fledged movement that advocates for change, challenges norms, and encourages community-driven progress.
The rebrand embraces a ‚punk meets prestige‘ aesthetic, blending raw energy with sophisticated elegance. By combining editorial flair with DIY charm, the new identity aims to resonate across various sectors like advertising, design, media, and technology, reshaping perceptions of gender equality.
Despite the gender pay gap exceeding 20% in Australian agencies, Mavens is determined to push for equity in the creative industries. This rebrand signifies a shift from mere discussion to action, amplifying marginalized voices and creating opportunities for new leaders to emerge.
For Mavens founder Leah Morris, who is also a lead copywriter at R/GA, the rebrand represents a move towards tangible change rather than just words. MEK Studio’s creative director Mirella Arapian emphasizes the importance of authenticity in branding a movement, emphasizing genuine values and commitment over mere marketing tactics.
The core of the rebrand lies in the ‚punk meets prestige‘ concept, blending rebellious energy with editorial excellence. The visual language draws inspiration from iconic publications like Vogue and The New Yorker, merging sophistication with disruption in every design element.
From typography to color palette, the new identity reflects a balance between professionalism and bold energy, ensuring Mavens stands out while remaining adaptable. The wordmark design pays homage to the Bauhaus movement, highlighting the brand’s commitment to progress while acknowledging past gender disparities in design fields. Turning a historically male-dominated aesthetic into a symbol of gender equality movement challenges its exclusionary past, reshaping it as a catalyst for change.
Embracing a punk attitude, Mavens encourages contributors to use swear words strategically in their writing, aiming for a direct and unapologetic tone. The platform’s positioning line, ‚Until equality is the new norm,‘ exemplifies this approach.
The platform’s bold visual transformation mirrors its expanded mission to not only support women in creative industries but also ensure their success within them. By attracting a broader audience with a cohesive visual identity, Mavens aims to amplify voices aligned with its gender equality mission.
In addition to spotlighting successful women in design, advertising, and media, Mavens also partners with industry initiatives like Assisterhood and Never Not Creative to drive meaningful change and challenge perceptions around gender equality.
Founder Morris advocates for a shift away from traditional workplace approaches to gender equality, emphasizing the need for disruptive strategies over outdated gestures like International Women’s Day cupcakes and corporate slide decks.