One of NHaK’s earliest projects was also one of their most ambitious, a complete corporate rebranding for a software services company. Over a three month process, and with the assistance of a team of professionals, NHaK created the new corporate name “Mavent” and developed a complete corporate identity system.

Mavent develops the 2comply expert system, a software tool that integrates with a financial institution’s Loan Origination System to assure that every loan funded is in complete compliance with all Federal, State and Local rules and regulations. Originally founded under the name Assured Regulatory Compliance, the company had an identity problem as their clients were either using the abbreviation “ARC” or confusing the product name “2comply” with the company name. Mavent enlisted NHaK to create a new corporate name and brand identity.

Immediately, we set up a collaborative partnership with Mavent. Together, we wrote the creative brief and position statement, identifying the unique issues pressing this sector of the financial services industry and the key solutions that Mavent provides. Once into the naming phase, ideas were passed to Mavent while they were still rough, for a constant flow of open feedback.

In the initial naming brainstorms, we settled upon several key phrases to describe our client. One of these phrases – “team of experts” – became our primary focus, as it best illustrates the expert knowledge of Regulatory Compliance maintained by both Mavent and their legal partners. The name Mavent, based on the word “maven”, resonated with the team for its strength and distinction. To create a recall to the former name and best describe the corporate mission, “Assuring Regulatory Compliance” became the new tagline.

NHaK continued with development of a logo and design system, which were applied to all Mavent corporate collateral and marketing materials, including a product overview brochure and website. NHaK continues their relationship with Mavent, having just recently completed a new ad campaign.