Crafting a uniquebrand for adifferentiatedprivate equity firm.
Maverick
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From foundational brand strategy through the launch of a new web platform, we helped the Maverick team scale up its image and web technology to match its growth trajectory.
As an innovative New York City based private equity firm focused on investing capital in distressed commercial real estate debt, Maverick deploys proprietary algorithms that convert data into intelligence as a competitive edge.
Following years of steady growth, the firm needed to refresh its image and articulate clearly how it is leveraging its deep roots in data to disrupt a $500 Billion market.
Working closely with Maverick’s leadership team, we helped articulate a new brand vision that would set the tone for a new visual identity and design system, website, and digital product.
Ambitious vision meets clear value prop.
The business foundation of Maverick has been based on using data insights to uncover investment opportunities. This successful data-driven approach to business is the catalyst driving our brand strategy and design effort.
Through founder interviews, stakeholder workshops, and a comprehensive competitive audit, we began to develop the brand blueprint that would shape how Maverick could leverage the equity of its past while enhancing the key aspect of its data-driven success moving forward.
Maverick’s visual design system reflects a tone set by the company’s namesake, and its approach to disrupting the status quo – moving away from traditional financial services design aesthetics with uncharacteristically unique and bold choices in typography, color, and supportive tech-inspired imagery.
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Intuitive interfaces, robust integration.
The reimagined brand came to life as part of a new website and data-rich digital product. We worked with the Maverick team to prototype and develop a unique web interface used to calculate terms for varying types of real estate loans, integrating with Maverick’s existing data models and APIs.
Our goal was to apply a simple architecture that could deliver the full spectrum of required functionality. We utilized DatoCMS for content management, and React, Tailwind, and Next.js powering the front-end, hosted on Netlify.
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Engine Digital helped us at a pivotal moment where we needed to re-envision our brand while developing a robust web platform and digital product. Few digital agencies span those diverse skillsets, and Engine invested heavily to understand our business and technology, and built something very unique.
– John Kaminsky, Managing Director, Data Strategy