Maven engaged Whitepenny to lead a multi-phased rebranding effort that began with core message development, audience segmentation, and a new approach for digital content hierarchy.

Project Goal

Align Maven with an increasingly digitally-forward industry while retaining their brand position as a leading PR firm in the Philadelphia market.

The Solution

An entirely new visual brand language was developed for the firm – one that included a new corporate mark, updated color palette, and new system of collateral. Maven’s digital presence was also reworked in an effort to 1) introduce a more user-focused approach to content strategy, and 2) position the firm as a digitally-focused brand.

What We Did

  • Brand Strategy
  • Logo Design
  • Brand Style Guide
  • Website Development

The team at Whitepenny has been a thoughtful brand partner and collaborator during a critical phase of growth for our firm. When we needed to rebrand and launch a new website, White Penny listened to our needs and translated our company vision into a scalable and beautifully designed brand identity. The dynamic website they created elevates our brand in the marketplace and has helped us substantially increase our market presence.

Rebecca Devinel, Co-founder & Principal

The Outcome

The Maven rebrand was an opportunity to take an already successful and well-respected business and help position the company for the brand that it would be for the coming years. In an ever-changing PR landscape, Maven knew that the future is increasingly a digital one — and one that perfectly aligns with their “Outcome Over Output” mantra. The new brand speaks to the Maven of the future: sophisticated, focused, and always forward-looking.


The Maven rebrand enabled the company to continue to position not only as a PR firm but also as true content strategists in the digital landscape.