Maven Naming and Brand Strategy

Tuesday, October 16, 2018

UNANIMOUS recently completed the logo design and brand strategy for Maven Homes of Lincoln, NE. Andy Barner, the owner of Maven, builds custom homes in the Lincoln area. While operating in the areas of rental properties, development, and investments. Maven, previously known as Barner Capital, needed a brand that accurately represented each of the unique business units. UNANIMOUS partnered with Maven Homes to create a brand architecture strategy, new company logo, landing page, and various types of marketing collateral including print, apparel, and signage.

UNANIMOUS started by developing a naming strategy for the organization. Utilizing insights gathered during the initial discovery meeting, the experienced design and marketing team at UNANIMOUS shared five separate naming options before ultimately landing on Maven. The word maven by definition means “expert, experienced, or knowledgeable”, which are all characteristics the organization used to describe itself. Maven on its own was a strong word, but in order to create a clear brand architecture strategy, Maven was paired with a descriptive word for each business unit, including homes, properties, ventures, and development. The logo that was developed uniquely combines the shape of the letter M and the shape of a house to bridge the brand name and the context of the business together.

After the branding elements were established, UNANIMOUS designed several materials to complement the new brand. Graphic designers created branded stationery designs including business cards, letterhead, envelopes, and thank you cards. UNANIMOUS also created apparel including t-shirts and hats, and a developed a custom landing page for Maven. The one-page website, mavenbuilds.com, includes information about the company, floor plans, amenities, and how to contact the company. Since the launch of the brand and the new landing page, Maven has seen a significant increase in calls and website leads from prospective clients looking for new homes in the area.

Looking for logo design and brand strategy services? Contact us to get started. UNANIMOUS is a marketing agency that assists clients with branding, marketing, and web design. With over 350 active clients across 15 states, the agency is known for its collaborative style and prides itself on rhyme, reason, and results.