ALX had its start as an education accelerator off of ALU ( African Leadership University ) and required to update it’s brand in line with it’s new direction
Why the change?
Create a fresh, engaging and bold brand identity and strategy
Appeals to 18-35, young African leaders, across the entire continent
Develop content strategies for social campaigns to further build brand awareness
Create workflows that enables the creative team for ongoing evolution of brand, creative
Develop ways-of-working between Creative, Marketing, City Hub ( Nairobi, Ethiopia and Cote d’Ivoire ) and Organization Teams
Old brand audit and focus groups
Empathized with the current staff and teams
Defined key areas of focus, success
Created first range of brand assets and engaged in focus group testing
Developed a workflow around that
Developed content workflow
As I began working on gathering insights, it became increasingly clear that a huge pool of data and empathizing was needed to clearly define each stakeholder’s needs and ensure that a clear direction was defined and aligned upon before we commenced. I proceeded to host various Empathizing and Interview Sessions, as well as supplement with current research into large-scale property creative systems, UX principles and consumer needs within the gaming and hospitality industries.
*Many sticky notes were used ( and recycled )
Through research we identified multiple challenges in the enviroment as alongside the internal challenges Sun International faced.