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Adland's gender equality initiative Mavens has rebranded, led by Mirella Arapian.

Mavens was created by agency copywriter Leah Morris in 2020, and has grown through its online commentary, print magazines, and events.

Mirella is the founder of Womentor, an international mentoring program for women in design, and founder and executive creative director of MEK STUDIO.

Both initiatives help women join the creative industries, and stay there. As of 2024, about a quarter of women said they were likely to leave the industry due to exclusion and discrimination. This climbs to a third for ethnic minority women, according to Advertising Council Australia's Create Space census data.

The rebrand also comes just after the Workplace Gender Equality Agency (WGEA) announced its most recent data findings this month, showing pay gaps are as high as 20%+ in Australian agencies, with the national average pay gap sitting at 21.8%.

“This collaboration is more than a rebrand. It’s the moment we slither into a fresh new skin – one that moves us beyond a publication to embrace the movement we’ve become," Leah said.

"Mavens represents a bold, unapologetic shift toward a future where equality isn’t just a goal but the new norm. By empowering others and challenging the status quo, we're here to shape a new narrative — where opportunity is limitless, voices are heard and change is inevitable. It takes courage, but together I believe we can do it.”

Mirella added, “This rebrand will shift the perception of Mavens from being a source of content to a dynamic, action-driven force that inspires underrepresented people, allies and industry stakeholders to be a part of its movement for change. It will create a deeper connection with people and form stronger communities, amplifying the movement’s relevance and overall impact.”