Waterford Group

‍Co-Authors of
‍Your Story.
Told Through The Lens Of Product.
‍

The Waterford Group was born out of a desire to honor legacy while shaping the future. Our founder, Daniel Maynard, grew in Deep Cove a small town outside Vancouver. His father was a doctor who gave his life to serving others. His grandfather, Rick “The Lionheart” Kenning, served in the Royal Canadian Navy aboard a ship named New Waterford, a World War II decoy vessel designed to protect merchant fleets from enemy fire. That ship wasn’t built to take the glory, it was built to take the hits.

That spirit, integrity, honor, and protection is the soul of our company.

We founded The Waterford Group with one mission:
To protect the vision of creative leaders and help them tell their stories through the lens of product and experience.

We're not here to be in the spotlight. We’re here to make sure your brand is seen, your product is sharp, and your story is told exactly as it should be, without compromise.

Whether we're helping you build a new venture from the ground up, launching a culture-defining product line, or managing the full creative ecosystem of your brand, our work is rooted in purpose. We operate like a trusted co-pilot, guiding from concept to execution, making sure nothing gets lost in translation, and nothing gets diluted along the way.

Waterford isn’t just a name.

It’s a reminder: The strongest things are often unseen. But they hold the line.

Recent Works*

Chapters From Stories We Co-Authored

Kunckle Therapy

“For Those Who Embrace the Fight, No Matter the Odds.”

Built from the ground up, concept, design, production, and fulfillment. We helped shape Knuckle Therapy into a fully realized brand, translating vision into product, product into story, and story into community.

Isaiah Rashad

The House Is Burning

From album to arena, we helped bring The House Is Burning to life. Creative direction, merchandise design, and a full tour capsule, all built to reflect the world Isaiah created. Every piece was a chapter in the story, from the cover to the crowd.

The Pack

"Everyone has a purpose in The Pack"

The Pack was built to move. From naming and brand identity to apparel, product strategy, and digital experience, we shaped every layer with intention. What started as a gym became a movement, rooted in community and designed to scale.

Services

Identity*
Big ideas need strong direction. We guide the vision across every touchpoint. Product, campaign, content, and space, ensuring your brand not only looks good but feels right. Our role is to protect the integrity of your story while pushing the boundaries of how it’s told.
Creative*
Creative direction is more than taste. It’s translation. We turn raw ideas into clear visual language that speaks to your audience. From concept to execution, we guide every detail to ensure the brand feels aligned, intentional, and unforgettable.
Design*
Design is how ideas take form. We create products that speak the language of your brand. Tactile, intentional, and built to connect. Every detail is considered, from the first sketch to the final stitch, turning concept into something people can feel.
Optimization*
Good ideas deserve great execution. We help refine every part of the machine. From e-commerce and conversion flows to marketing strategies and digital touchpoints. Our goal is simple: make it smoother, smarter, and built to scale without losing soul.
Production*
Production is where vision meets reality. We manage every step. Sourcing, sampling, manufacturing, and fulfillment. We bring your product to life with precision and care. Built to scale, built to last, and always aligned with your brand.

Testimonials

From First Draft to First Drop. We have you covered.

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“Knuckle Therapy was born from the fight — not just in the gym, but in life. Waterford helped us shape that raw energy into something tangible. They didn’t just build a brand — they built a vehicle for our message, our mission, and our movement.”

‍— Noah Neiman, Founder & CEO, Knuckle Therapy

Noah Neiman

Founder & CEO - Knuckle Therapy

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Noah Neiman

Founder & CEO - Knuckle Therapy

Noah Neiman

Founder & CEO - Knuckle Therapy

Noah Neiman

Founder & CEO - Knuckle Therapy

Founders

Daniel P. Maynard

CD & CEO

Daniel Maynard is the founder of The Waterford Group and co-founder of EngineEars. With over 20 years of experience in the apparel industry, including building global wholesale businesses for brands like Ksubi, he develops brands through product, story, and experience. His work spans fashion, music, wellness, and culture, guiding ideas from concept to execution.

Daniel Amaze

Head Of Design & Partner

Daniel Amaze is a Toronto-based Creative Director, Image-Maker & Designer working at the intersection of fashion, music, and design. He has collaborated with global brands like NAHMIAS and the Arizona Coyotes, companies including Sony Music, UMG, and Def Jam, and artists such as Steve Aoki, Mario, and Sofi Tukker to name a few; crafting bold, boundary-pushing creative work.

Noah Neiman

Head of Partnerships & Partner

Noah Neiman is the Co-Founder of Rumble Boxing and Founder of THE PACK, leading a new generation of fitness concepts that merge community, culture, and performance. As CEO of FightStyle Consulting, he partners with brands to build experiences that transcend the gym, shaping movements that inspire both physical and cultural impact. Known for his unapologetic authenticity and visionary approach, Noah continues to redefine what it means to build a brand with heart, grit, and purpose.

Daniel James

Head Of Marketing & Partner

Daniel James is the Founder and CEO of Flight Performance, a social-first brand-performance marketing agency built to accelerate growth for disruptive brands. Formerly with MySpace and AOL, Daniel is also an angel investor in startups like Spudsy, CaliWater, Obvi, and Good Sport.