We identified that Londoners are fatigued by community initiatives that feel transactional and corporate.
To cut through the algorithmic noise, we positioned Maia as an act of quiet presence. The strategy rejects the loud, transactional solutions typical of the sector, manifesting in our core mantra: Buzz is Dead. We chose tactile, on-the-ground authenticity over hype.
The design system operates on high contrast, embodying quiet presence principle through blending analog moments captured on film with vibrant visual design. As such, Maia's visual identity celebrates life not only in its grit but also for its color.
We utilized high-grain, black-and-white photography that capture real moments of genuine unity and action, stripping away the performative color of social media to reveal the raw texture of the city. To balance the grit of the black and white, we introduced a system of geometric, vector-based characters. These "spirits" inject a layer of dry whimsy and optimism, acting as the digital guides through the physical world. In typography, we went with a condensed, industrial sans-serif that speaks with the authority of a public notice, softening it by the playfulness of the layout.
Next projects.
(2016-25©)
