We do three things


Set your direction

Innovation and customer experience

We help you create products and services, and a whole customer experience, that give new and better ways for people to engage with you.

Purpose, positioning, proposition

We define your north star: why you exist, what makes you unique and what you’re here to do in a compelling and differentiating way. 

Brand and portfolio architecture

We create names that make you stand out and design systems to help customers navigate your offer and demonstrate your ambition to investors.

Diagnosis, measurement, insight

We identify opportunities you can uniquely own by analysing your business, your market, and cultural shifts in the world.


Reinvent your presence

User interface

We’ll help you translate the essence of your identity into a practical and intuitive interface, so that it’s easy to navigate and thrive in the digital space.

Visual identity

We activate your purpose and proposition with the fundamental creative building blocks all brands need: from logo and colour palette through to bespoke typography and imagery. 


Motion and sensory identity

We ensure your brand’s expression is more than just a logo or website : it should be able to communicate through motion, as well as creating a presence in a non-visual way through sound, haptics and materiality.


Launch and activation

We design the experience and the events of your launch, internally and externally, and help you keep momentum post-launch.



Realise your transformation

Social learning

We help your customers learn how to understand you better, through online social marketing and campaigns.


Culture, EVP and employee experience

We help define your future organisation: its values, what it offers employees, and what it should feel like to work for you.

Organisational excellence

We raise the performance of marketing departments, by redefining their mandate, structure and operations.

Founder & CEO

Abraham Tefera

Innovative Web Developer with 5 years of experience in website design and entrepreneurship. Demonstrated talent for front and back-end web development to optimize online presence.

I started Maelaf to encourage young creative developers and designers like me, In a belief that " Everything that we do at Maelaf, we believe in thinking differently, Creating Valiauable brands that give back to the community".