I recognized there was not enough expertise internal to GM, so I reached out to Landor, for assistance in the creation of the Maven brand. I co-lead the brand creation with Zafar Razzacki. We developed the brand value ladder, brand driver, architecture and positioning with aid from Landor. We made it global and nimble to flex over time.
This is some of the brand inspiration. Urban lines and human connection with a sense of community is core to the values and visual cues.
The seamless online and app user experience is key to this brand and service. I was part of initial ideation of the Maven + experience in the NYC offering, led by Zafar Razzacki.
Some key steps in the user experience.