Mavis Brand Identity
Evolving a Master Brand Without Losing Its Equity
The Mavis brand identity needed to modernize without losing the recognition of the existing mark. The goal was to evolve it into a scalable system that could work across signage, digital, print, environmental graphics, and larger brand experiences like the Mavis Las Vegas Convention Booth.
2022
Challenge
The brand needed a stronger, more unified identity that could scale across locations, media, and branded environments. The goal was to preserve the recognizable tire stack while refining the wordmark into a cleaner, more modern system strong enough for executive approval.
Role
I developed the identity direction, refined the logo system, modernized the typography and spacing, and built the rationale for evolving the brand without replacing its most recognizable elements.
Evolution Over Reinvention
The existing mark carried important equity, so the identity work focused on preserving the familiar tire stack while making the overall system cleaner, more intentional, and easier to use.
Modernizing the Wordmark
The wordmark was refined through cleaner spacing, improved kerning, and a stronger relationship to the tire stack, making the identity feel more modern while staying unmistakably Mavis.
The final direction modernized the brand without disconnecting it from its history. It created a cleaner, more scalable system that could work across stores, marketing, presentations, environmental graphics, and larger branded spaces.
Scaling Across Touchpoints
The updated identity needed to work across storefront signage, digital platforms, print, internal communications, environmental graphics, and future brand applications.
Mavis Las Vegas Convention Booth
For the Mavis Las Vegas Convention Booth, the brand system was extended into a large-scale environmental experience. The central meeting area was designed to emulate a Mavis retail location for stronger visibility and immediate recognition.
Booth Environment / Real-World Execution
The central meeting area was designed to feel connected to a Mavis retail location, helping the booth move beyond a standard presentation space into a grounded, recognizable brand environment that was easy to understand at a glance.
Impact
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Final identity direction selected by executive leadership
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Preserved key brand equity while modernizing the system
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Maintained the tire stack as a recognizable visual asset
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Improved clarity across physical and digital applications
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Created a scalable foundation for future brand work
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Extended the identity into signage, print, digital, environmental, and event applications
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Applied the system to the Mavis Las Vegas Convention Booth
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Created a booth meeting area inspired by a Mavis retail location