Maven Advisory
Angi helps FinTech startups establish their sales and marketing foundations through go-to-market strategies so they can build sustainable growth.

Deliverable
Brand Strategy & Identity
Client
Angi Milano
Location
Chicago, USA

Overview
Earlier this year (2025) Angi felt a growing disconnect from her brand. “Nothing really feels like… me.”
As it’s far too common with solo-business owners, the problem ran deeper.
After a first call, we quickly realized that the Maven Advisory’s design aesthetic, messaging, and overall online presence was not aligned with Angi’s vision, who she is, and what she wants to achieve.
She had been following (and showing) what she thought she “had to”, instead of what’s true to her, and what Maven Advisory truly is.
What’s Maven Advisory?

Most fintech startups have inconsistent sales which lead to uncontrollable growth, jeopardizing the entire business. We solve this issue with a clear and intentional collaboration between sales and marketing efforts.
Maven’s mission is to guide early-stage FinTech startups in building sustainable growth. Through educational content and go-to-market strategies, Angi will help founders establish their sales and marketing foundations and stop making the most common mistakes.





Brand DNA
The Brand DNA is what we get from our custom-made brand strategy process. This was the first step to solve Angi’s disconnect with her own brand.
Through several in-depth sessions, we worked on 9 core concepts for Angi’s brand, Maven Advisory.
— USP and onliness statement.
— Brand name and story.
— Brand voice and values.
— Transformation statement.
— Slogans and tagline.
— Vision and mission.



Concept





Solution
A timeless monogram and modern word-mark that makes Maven Advisory’s new logo, which in turn guides the new brand identity.












Outcome
Angi now has a brand identity that makes her stand out in the FinTech space, which also matches her personality, and allows her to grow.
She is now able to create new marketing materials entirely on her own knowing they’ll always be on-brand, consistent, and eye-catching.


Happy Clients Say
Working with Joel was the best decision I made for my brand. He doesn’t just design. He listens. His approach is mindful, intentional, and rooted in truly understanding you and your business.
The result? A brand and website that feel like me. Beautiful, professional, and effective.
No fluff, no ego, no BS. Just real partnership and work that delivers. If you want someone who gets it and knows how to bring your vision to life, Joel’s your guy.
– Angi Milano

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