When Maia Buterin came to us, she was navigating the space between two chapters. After building and selling her successful tech company, Wild Apricot, Maia wasn’t starting from scratch – but she was starting fresh. Her next venture, Life Actually, was deeply personal. She wasn’t building for scale or exit. She was building for meaning.

What Maia needed was more than a brand. She needed a mirror. Something that reflected her evolution, gave shape to her vision, and helped her step into this bold new identity with clarity and confidence.

Through our Brand Camp® methodology, we helped Maia articulate what Life Actually is all about: untangling what’s holding you back, embracing your truth, and living fully. Her messaging came together with power and simplicity – culminating in a tagline that captures it all: Untangle. Embrace. Live.

Visually, her brand needed to embody transformation. We designed a logo that symbolized the messy, layered process of personal growth: a perfectly imperfect heart overlaid with a hand-drawn outline. Her colour palette was chosen to match not just her brand personality – but her literal personality (including her vibrant hair). The final product? A brand that’s real, raw, and radiant.

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