Hey there, Angi here! I’ve been hinting for a while that something big was brewing at Maven Advisory and now I can finally spill the beans. Let’s talk about our brand-new look, why we’ve rebranded, and the mastermind (a.k.a. brand strategist) who helped make it happen.

Meet Maven Advisory

If you’ve been following along, you know I’m big on simple words, and helping founders build sustainable sales and marketing foundations for success. That’s exactly what the rebrand aims to deliver. No fluff, no empty buzzwords. Just a refined identity that shows my approach for creating or refining go-to-market strategies for startups.

What’s New?

• A punchy, no-frills voice that sounds like me!

• Sharper messaging so founders have exactly what they need for sustainable growth (no revenue chaser tactics here!).

• Gorgeous new color palette, logo, and pattern that blends my feminine design sensibility with a masculine edge.

• Oh, and we can talk about that tagline? The cornerstone of my philosophy “Hope is not a strategy!”

Why I Decided to Rebrand

When I first launched Maven Advisory, I went all in on a visually appealing brand, logo, color palette, and website, assuming that was enough to stand out and attract the right clients. But as my business grew, I realized people still didn’t fully grasp what I actually do. It was clear that while the aesthetics were eye-catching, the brand wasn’t resonating with my ideal customers or even reflecting my own core vision.

Over time, I saw that a great logo doesn’t necessarily translate into happy clients. My brand lacked a deeper narrative, a strategic framework that articulated my unique promise and values. Think of your business as an entire story and the logo as the cover: if the content inside doesn’t match the cover’s promise, readers (or potential customers) are left confused. That was the sticking point for Maven Advisory, and I knew something had to change to truly stand out in a crowded market.

That’s when I decided to bring in a brand strategist who could unite the visual and the verbal. Instead of jumping right back into colors or fonts, we mapped out my core mission, defined how I help clients, and clarified where the company was going. We focused on communicating what Maven Advisory stands for at every touchpoint, so clients immediately understand who I am and why it matters.

Meet Joel Sousa

None of this would’ve been possible without Joel Sousa from GrowingDesign. He’s the mastermind who took my “I just know I need a change” and it into a strategic new look.

If you are looking for a strategist who can build a brand that sounds like you and resonates with clients and prospects (and not just make it look pretty), Joel Sousa might be your new favorite person.

Joel helps online brands find that sweet spot between design and growth, without the usual “Oh, that’s just creative fluff!” baggage. I have been working with Joel on my re-brand and wanted to share the experience and why he’s not your typical designer who just wants to talk fonts (and I love a good font!) and color palettes.

In his own words and unfiltered style, Joel shares how he got started and how his approach has evolved:

My take?  Design needs to move the needle. A stunning visual is useless if it’s not solving a real problem.

Working with Joel and GrowingDesign means getting design with purpose. Your visuals will look modern and sleek, but you’ll also have a strong brand voice and ICP persona to work from. This approach is crucial to any growth strategy.

When everyone’s selling buzzwords like, “innovation” and “disruption,” Joel’s zero-fluff demeanor is a breath of fresh air. He’ll tell you if your idea needs rethinking or if your copy doesn’t reflect your personality. You will get honest feedback that makes your business stronger.

If you’re tired of design for design’s sake and ready for brand storytelling that leads to actual traction, go see what Joel and Patrícia from GrowingDesign are up to.

What’s Next?

• Tell Me What You Think: I’d love your feedback on the new look.

• Next Episode: LATAM & Fintech, Female Founder Profile

• In Every Episode, As Requested Via LinkedIn Poll: Practical GTM Strategies, Sales & Marketing Tips, and Partnership/Collaboration Updates

That’s it for this inaugural edition of the newsletter. I’m thrilled to take Maven Advisory into this new chapter, and I’m even more excited to bring you along. If you’ve been searching for a strategic partner who’s not afraid to cut the fluff, look no further.

If this resonates with you, let’s chat! And if it was helpful, remember to share! ✌🏼🩷

Until next time,

Angi

P.S. Hope is not a strategy.