Building a brand for women ready to do more than give.
Maverick Collective, created by Population Services International (PSI), in partnership with Melinda French Gates, created a new model of philanthropy, one that invited women to contribute not only capital, but expertise, influence, and action. We helped turn that ambition into a name, brand, story, and experience capable of building a global community around it.
Maverick Collective was asking women to rethink what it meant to be a philanthropist.
The initiative invited founding members to fund ambitious global health projects and become deeply involved in bringing them to life. To attract the right women, Maverick needed a brand that could communicate the seriousness of the mission while making participation feel personal, active, and compelling. It had to carry credibility without feeling institutional, and urgency without defining the people it served by poverty alone.
Madplum created a brand experience designed around investment, participation, and human dignity.
Working closely with the founding team, Madplum launched Maverick Collective with brand identity, positioning, visual language, tone of voice, presentation tools, brand guidelines, photography, film, and responsive digital experience. We captured each member story through film while showing the work and impact they were leading around the world. Imagery emphasized confidence, possibility, and dignity rather than reducing the story to hardship. The website brought everything together in a public expression of the mission and a private member platform for sharing stories, resources, data, and ideas across projects.
We gave Maverick Collective a clear and compelling foundation to launch and grow a global community of women investors.
The brand launch engaged over 21 new members within months with a cohesive identity across its brand, digital platform, and member experience while establishing Maverick Collective as a credible, distinctive voice in philanthropy.
“As a startup initiative, the website was a critical piece in building our presence in the philanthropic and international development space. The Madplum team were creative partners who really took the essence of Maverick Collective to another level.”
