Onward — Maven Clinic

B2B conferences can be hit or miss.

You're there because you have to be, or it's the one industry event you look forward to every year.

We set out to be the latter with Onward, Maven's first-ever customer conference.

From naming the event to shaping the copy across activations and the in-person experience, my goal was to bring Maven's mission and voice to every touchpoint.

At the time of naming, there was no brief, no agenda, no working title. Just the feeling we wanted attendees to walk away with.

So why Onward?

I knew I wanted it to signal innovation, but not for innovation's sake. Onward signals progress with empathy. Strategy with integrity. Care that meets real life.

It's a reflection of Maven's mission: helping people move through life transitions with compassion while evolving the systems that support them.

The idea became the foundation for the event's visual identity too. A flexible graphic mark could take on multiple configurations, creating a sense of space and possibility while representing new paths for our partners and members.

Everything else extended from there.

The flagship activation, Benefits Builder, invited attendees to reflect on the benefits they'd championed and imagine how to build on them.

The result? 250 people leaders, healthcare innovators, and culture builders across organizations like Pinterest and Bank of America, coming together around one shared challenge: how to make healthcare work for all of us.