Adland gender equality initiative Mavens has launched a rebrand led by Womentor and MEK STUDIO founder and executive creative director Mirella Arapian.
Mavens was created by agency copywriter Leah Morris in 2020, Arapian is the founder of international mentoring program for women in design Womentor.
Both initiatives have helped women not only join the creative industries but stay there and thrive.
Morris said this collaboration is more than a rebrand.
"It’s the moment we slither into a fresh new skin – one that moves us beyond a publication to embrace the movement we’ve become," Morris said.
"Mavens represents a bold, unapologetic shift toward a future where equality isn’t just a goal but the new norm. By empowering others and challenging the status quo, we're here to shape a new narrative— where opportunity is limitless, voices are heard and change is inevitable.
"It takes courage, but together I believe we can do it.”
As of 2024, about a quarter of women said they were likely to leave the industry due to exclusion and discrimination. This climbs to a third for ethnic minority women (ACA).
The rebrand also comes just after the Workplace Gender Equality Agency (WGEA) this month announced its most recent data findings.
Pay gaps as high as 20%+ in Australian agencies proves there is much work to be done to bring us below the 21.8% national average pay gap.
Arapian said this rebrand will shift the perception of Mavens from being a source of content to a dynamic, action-driven force that inspires underrepresented people, allies and industry stakeholders to be a part of its movement for change.
"It will create a deeper connection with people and form stronger communities, amplifying the movement’s relevance and overall impact.”
Credits
Client: Mavens (Founder: Leah Morris)
MEK
Executive Creative Director: Mirella Arapian
Art Director: Nicolas Collerson
Mavens
Copywriter: Leah Morris
Art Director: Lauren Meyerkort
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