All work

Maverick Collective

Brand architecture and brand system

A brand built to attract investment in women’s health programs.

Client: Maverick Collective by PSI
Sector: Philanthropy and women’s health
Scope: Brand architecture, web art direction, print
My role: Head of Design, PSI
Partner: Teal Media

1-minute version

The challenge: Maverick Collective, PSI’s experiential philanthropy initiative, brings together high-net-worth women who each invest $1M or more to seed new approaches to public health and women’s reproductive health. Its brand had to feel bold and personal, and still sit within the PSI family.
What we did: We set the brand architecture within the PSI family and created a new brand system, then art directed the website and designed print to attract investment in women’s health programs.
The result: One seed program attracted over $110M in follow-on grants and donations, making real change for women and families across the globe.
Scale: Part of PSI, a $650M organization in 55 countries.

Challenge

Maverick Collective asks high-net-worth women for more than a check. Each invests $1M or more to seed a new approach to public health and women’s reproductive health, and takes part in the work. The brand had to make that invitation feel bold and personal.

Insight

The people it wants to reach are leaders themselves. The brand speaks to them as peers, with bold ideas and real stories.

Solution

We set Maverick Collective clearly within the PSI family, then created a geometric pattern system in rose and violet with confident type, art directed the website, and designed print for members and partners.

Results

One seed program went on to attract over $110M in follow-on grants and donations, making real change in the lives of women and families across the globe.

The system

The website on desktop and phones, the pattern system, guidelines and print. Select any image to see it full screen.

The Maverick Collective home page from top to bottom: the headline over a photo of a working session, a member photo, impact figures, women lifting veils at sunset, a quote from Melinda French Gates, member stories and a call to connect — **Website.** The home page: “A community of courageous women philanthropists advancing health and equity.”

Maverick Collective web page with large figures over a photo — **Website.** Impact figures set large over photography.

Maverick Collective web page inviting visitors to join a movement — **Website.** An invitation to join the movement.

Maverick Collective home page on a phone with the headline Bringing together bold leaders to elevate women and girls everywhere — **Mobile.** The home page on a phone.

A Maverick Collective issue page on a phone with the headline Expanding access and choice — **Mobile.** An issue page: “Expanding access and choice.”

Brand system. The geometric pattern in rose and violet.

Guidelines. Logo, color and type pages from the guidelines.

Maverick Collective letterhead and brochures — **Print.** Letterhead, brochures and member materials.

What I’d add today

I’d add short films of members visiting the programs they seeded. For this audience, a peer’s story persuades more than any brochure.

“Thank you for your impeccable design and helping us bring the new Maverick Collective brand to life in such a beautiful and dynamic way.”
Rena Greifinger, Managing Director, Maverick Collective