In many startup contexts, going to market with your products are the key step in learning and developing your offering as well as beginning to secure revenue.
However, within the startup space, organizational pivots are frequent and varied. ALX is no different in that regard, having completed multiple reboots, re-org’s and new structures that radically affected the brand, it’s promise and therefore it’s identity.
Within the span of a calendar month, this entire brand was rebuilt, re-aligned and sent to market whilst managing an entirely different and equally invovled brand of The Room.
Early in the brand development journey, we engaged with human-centred design processes to understand the needs of our users and how we can position our brand to best solve those honestly, and clearly.
An interesting insight was that no-one understood what the X mark stood for and thus , the question prompted a lot of user engagement. ALX was born from the same group of ALU (African Leadership University) and ALA (African Leadership Academy) thus they knew it stood for African Leadership but what was the X?
We channeled that curiosity into the brand itself.