Madplum Creative thrives when partnering with brands that champion innovation. We’ve always believed in “bigger business”—an idea which has nothing to do with company size and revenues, and everything to do with a commitment to greatness and groundbreaking ideas. We were presented an opportunity to work with one such organization, PSI (Population Services International), a leading global health nonprofit, on an unforeseen initiative dedicated to exponentially changing the lives of women and girls in developing countries. We knew we had to create something equally revolutionary and profound.
As Senior Vice President of PSI, Kate Roberts was all too familiar with the specific challenges that women around the world face, like gender-based violence and lack of access to contraception and sex education. When Roberts met Her Royal Highness Crown Princess Mette-Marit of Norway through a PSI project in New Delhi, the two immediately bonded over this saddening belief in a lack of options shared by so many women around the globe. The two decided that it was time to create a new model of philanthropy. The Crown Princess discussed the idea with Melinda Gates, who joined their efforts as Co-Chair, awarding PSI $5 million over five years to help make their dream a reality. And thus, Maverick Collective was born.
naming, logo development, brand guidelines, videography, photography, presentation templates, collateral
The philosophy behind Maverick Collective is equal parts simple and revolutionary: to leverage the use of private capital to effect real and measurable change in the lives of women around the world. For funding, Maverick looks to cultivate “invested investors”—individuals with the ability to donate $1 million each, who then have the opportunity to create and run innovative three-year pilot programs that benefit women in developing countries around the globe. The investors then have the opportunity to execute their programs via immersive, boots-on-the-ground efforts aiming to achieve real, meaningful impact that can’t come from a checkbook alone. To date, the founding 14 members of Maverick Collective have invested $19.8 million of their personal funds into their respective projects, which span 13 countries. As Co-Founder Kate Roberts explains, “Health is the most basic [way] out of extreme poverty… it’s the core of everything.”
Working hand in hand with Roberts and Founding Member Pam Scott, we crafted an aesthetic for the brand that spoke to the souls and sensibilities of potential investors. Our deliverables began with collaborative naming of the initiative itself, followed by logo and tagline development, a visual direction including brand moodboards, presentation templates, and brand guidelines, along with professional portrait photography for all founding members. Additionally, Madplum Creative directed individual profile videos that captured members’ current projects, giving insight into their unique contributions around the world. For the Maverick Collective website, we brought an engaging design concept to life with parallax scrolling, easy-to-navigate functionality, and responsive compatibility across all tech platforms. A unique “members-only” login area serves as the central hub for members to share stories, aggregate project resources, collect data, and collaborate on strategies.
Imagery was carefully selected to communicate empowerment and confidence
—values embodied by our members and target audience—
and focus on the dignity of those we serve, as opposed to the poverty in which they live.
In May 2016, Maverick Collective made its public debut at the Women Deliver Conference in Copenhagen, Denmark. The event marks the largest global conference in the health, rights, and wellbeing of girls and women in the last decade. Melinda Gates announced that the Bill & Melinda Gates Foundation will be contributing $80 million towards collecting data about the specific problems facing the world’s female population—and putting that information to good use. Madplum Creative could not be more proud to work hand in hand with Maverick Collective, because, as Pam Scott so aptly explains, “We’re talking about half of humanity here… and we ALL benefit if that half rises up.”
Read Maverick Collective’s exclusive feature in Fast Company’s “Most Creative People.”