MAPLE BRIDGE VENTURES
Brand framework (with existing logo), Strategic brand development, Web design & storytelling
Discovery-Led Design
Maplebridge approached with a recognizable logo—but lacked a narrative that reflected their roots and aspirations.
I built the brand strategy from the ground up - conducting competitive audits, discovering underserved needs of immigrant founders, and pinpointing Maplebridge’s potential as a culturally connected, strategically positioned ally.
My Approach
1. Grounding the Brand in Place & Purpose
Visual Anchor: The homepage features a striking photograph of Toronto’s iconic bridge—a powerful metaphor for Maplebridge as a connector: between ambition and opportunity, tradition and new beginnings, immigrant dreams and Canadian reality.
Color Palette & Typography: I selected a refined palette—deep charcoal and warm accents—to evoke both urban professionalism and human warmth, paired with modern, approachable typefaces for clarity and confidence.
2. Crafting Messaging That Resonates
Narrative Structure: The site unfolds the story of Maplebridge not just as a service—but as a guide and partner on founders’ journeys. From “Who We Are” to “Why We’re Here” to “How We Help,” the messaging guides visitors through a journey of understanding and trust.
Tone of Voice: Grounded, inclusive, aspirational—reflecting the voice of a brand that listens, understands the immigrant experience, and offers a safe and uplifting space for growth.
 Maplebridge is a purpose-driven brand for immigrant founders, anchored in Canadian roots and global ambition. We developed a narrative-centred design, using Toronto’s iconic bridge motif to symbolize connection, trust, and the journey from vision to impact. |
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