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MAVERIX Couple

VISUAL IDENTITY OVERVIEW

TONE OF VOICE

  • Keep copy concise and confident

  • Use western-coded language: discipline, grit, terrain, code

  • Gender-neutral tone that speaks to serious players

Purpose: Reinforce Maverix as a golf-first brand with western backbone

PHOTOGRAPHY

Lighting:

  • Natural light settings: harsh or golden hour. 

Framing:

  • Wide establishing shots for setting the scene (terrain, landscape)

  • Mid and close-up portraits with negative space for versatility in crop/use

  • Product details (stitching, fabric tension, glove grips, buckles, boots, ball placement)

Style:

  • Editorial but raw — think quiet luxury meets rural edge

  • Functional props (clubs, golf bags, ropes, range equipment)

Delivery:

  • Landscape, portrait, and square formats for cross-platform use

  • Shot with social, web, and press layouts in mind

Videography

Primary Use:

  • Short-form reels, ads, homepage video, lifestyle clips, campaign teasers

Camera Work:

  • Static camera + slow intentional movement (pans, push-ins, drone for terrain)

  • Slow motion for dust, movement, or fabric detail

  • Avoid fast-paced cuts unless intentional for energy spike

Direction:

  • Minimal dialogue

  • Voiceover optional — poetic or philosophical tone if used

  • Talent moves with intent: swings, walks, setups, interactions with gear/environment

Shot Types:

  • Wide landscape intros

  • Hero outfit walkthroughs

  • B-roll: club dropping into bag, adjusting glove, foot shift before tee, desert wind

INSTAGRAM

Prioritize scroll-stopping content that reinforces Maverix’s golf-first identity and western aesthetic

Content Pillars:

  1. Brand Identity & Values

    1. ​reinforcing who Maverix is and what it stands for

    2. the faces and people behind the brand 

    3. showcasing brand origin and story 

  2. Brand Lifestyle 

    1. location/environment imagery, no product ​

    2. casual clips that feel organic rather than polished 

    3. mood-driven visuals 

  3. Product Focus

    1. details of the pieces and materials​

    2. flat lays, product images 

    3. walking through fit or function 

  4. Maverix in the Making

    1. short form video and images showcasing Maverix in the factory, sketches of new prints, all things pre-production.​

THE MOODBOARD

A visual foundation that blends western grit with modern golf minimalism — setting the tone for Maverix’s world on and off the course. Below is a moodboard that highlights the brand vibe.

THE INSTAGRAM FEED

June 2025 Schedule.
Phase: brand identity establishment. Focus on pre-production, brand ethos, origin story, the making of and who Maverix is.

All work  © Copyright Kiana Govind 2025

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