Mayroad
Mayroad Verbal & Visual Brand Identity
Challenge
With a foundation in military housing and property management services, Mayroad (previously Covias) wanted a brand that reflected their desire to expand into community care. They take pride in caring for service members and their families but wanted to go further to support infrastructure for education, healthcare, and other public institutions.
We were tasked to create a verbal and visual identity showcasing our client’s values of collaboration, inclusion, transparency, empowerment, and appreciation. We created a name and logo for this big-hearted brand that conveyed their commitment to social responsibility.
Verbal & Visual Identity ―
Approach
First, we identified meaningful themes and discussed parameters to work within and around. For example, we wanted to avoid military terms while focusing on nature and housing. We also discussed brand characteristics like fun, energetic, and measured to bring a sense of personality to the project.
From there, we completed a competitive landscape review of the existing brand and filtered new naming ideas through our key attributes checklist. After two rounds of ideation with our creative strategists and vetting for URL availability, we used our unique, gamified, blind-voting process to identify the client’s top choices.
Approach ―
Result
The winning name, Mayroad, represents a fresh start, combining elements of spring with possibility along a new path. It also embodies the gesture of wishing others well. The name tells a story of hope and bright futures for those impacted by the brand.
The logo features a friendly typeface and nature-inspired color scheme reflecting the brand’s passion for responsible community care. At the same time, the "R" has been customized to support the "O" as a visual representation of family.
Result ―
