Mavely Rebrand
Role: Brand Marketing Lead, Creative Director, Project Manager, GTM Lead, Campaign Manager
Company: Mavely
Date: August 2024 Launch
Overview:
Led the full-scale rebrand of Mavely, a social commerce platform empowering creators to earn from everyday recommendations. The goal was to modernize the brand’s identity, strengthen its position in the creator economy, and align visual and verbal assets with our evolving audience. I oversaw the strategy, creative direction, and execution across web, social, email, internal decks, and partner-facing materials. The rebrand played a pivotal role in Mavely’s acquisition for $250M just four months after launch.
Key Contributions:
Developed new brand positioning and voice pillars
Directed and executed redesign of website, logo refinements, and visual identity system
Created a centralized brand toolkit for internal and external use
Collaborated with cross-functional teams to ensure cohesive rollout across all touchpoints
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Mavely, a social commerce platform, had outgrown its original brand identity. As the platform matured and its creator community evolved, it became clear that the existing branding no longer reflected the sophistication, value, or voice of its users — primarily digitally savvy creators influencing everyday shopping decisions. The challenge was to develop a brand identity that could resonate with modern creators, stand out in a crowded market, and scale with the company’s growing ambitions.
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Reposition Mavely as a creator-first, empowering brand rooted in authenticity and everyday influence. The goal was to evolve Mavely’s visual identity, messaging, and community voice in a way that:
Aligned with the creators it serves
Differentiated the platform from competitors
Created internal alignment across teams
Delivered a refreshed, unified experience across all touchpoints
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I led a full-funnel rebrand across visual identity, tone of voice, and positioning. Key initiatives included:
Developing new brand pillars and messaging grounded in community insights
Refreshing the visual identity to feel bold, approachable, and creator-centric
Updating all customer-facing assets (website, product UI, social channels, internal decks)
Partnering with internal teams to ensure a consistent rollout and adoption
Community at the Core
To launch the new brand, we activated a go-to-market strategy rooted in community engagement. We tapped our most engaged influencers to serve as brand advocates and early adopters, positioning them at the forefront of the rebrand. To celebrate the launch and deepen connection, we ran a contest spotlighting creators who embodied the new brand ethos, turning the moment into a shared win for the community. Throughout the rollout, we shared behind-the-scenes content and storytelling to bring creators into the brand evolution process. Coordinated messaging across email, social, and product channels ensured a unified and momentum-driven launch.
