Maple leaf Capital

When MLC approached me to develop a brand with both international and local essence, I was ecstatic about the challenge. Mapleleaf Capital speaks the language of finance to a demographic that longs for something kind and authentic. With a Melbourne-based Canadian founder, our goal was to marry the shared values of both countries and develop a visual language to communicate them. The result is a captivating brand that balances expertise, kindness, and calm.

Working closely with the founder, I helped shape the brand from the ground up — refining its identity through thoughtful collaboration, visual experimentation, and the strategic use of AI-generated imagery. I also handled all the copywriting for the project, drawing on our early conversations to craft a tone of voice that felt both human and trustworthy. Once the branding was finalised, I brought it to life across a fully built Squarespace website, ensuring every word and design element worked together in harmony.