Africalia is a not-for-profit organisation founded in 2000 with the aim of establishing a positive work environment for African cultural operators. Africalia teams up with artists and cultural organisations in Africa, creating sustainable development for all. In 2017, C+H developed, in close collaboration with our client, a new strategic path, a new baseline and a new visual language.
By digging deep into the values and beliefs of the organisation and challenging a small group of stake-holders to express their beliefs and dreams for a new Africalia.
C+H transformed the findings of the stakeholder sessions into new and inspiring strategic pathways: ‘Africalia teams up with artists and cultural organisations in Africa, creating sustainable development for all. Africalia believes that culture and the exploitation of creativity are the future economies for the African continent. Culture is what makes us human.’ These pathways where evaluated and fine-tuned in close collaboration with the Africalia team and board of directors.
Above all these aspirations, we placed the new, bold and proud baseline: ‘Creativity is Life!’
Africalia is not a wealthy organisation. It was not an option to invent a beautiful communication strategy that would ask for costly execution in the long run. So C+H invented a simple way of creating a lively and colourful visual language, based on a small pool of acquired images, combined with available photographs, adding a unifying, uplifting and very recognisable colour pattern.
“The collaboration with C+H was very productive. Together, we were able to redefine our positioning and create a new, more contemporary branding that was also better adapted to what Africalia does today. Creativity, innovation, inspiration, passion, … these are the things that now define us. Words that equally well describe the way in which we worked with Jan and Daniel.”
Africalia Communication & Fundraising officer
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