Action Through Enterprise supports economic development by working with small business owners in Ghana. It invests in people and provides education, mentoring and financial support to enable entrepreneurs to support themselves and their families year-round. The 10 year anniversary of the charity offered the right time to celebrate achievements so far and reset ambitions for a new decade of life changing action.
Thinkfarm was asked to develop an anniversary campaign to help increase awareness and attract more support. As we looked at the task ahead, we felt that the existing brand identity was not working as hard as it could. The organisation’s name had been reduced to an acronym and the true intent was present but diminished in the design. As is often the case, the answer was there in the problem.
The name Action Through Enterprise begged to be far more prominent in the visual identity. It is also a powerful campaign theme. We redesigned the identity accordingly and gave the brand identity energy and confidence, befitting the team’s culture.
In the rebranding, we also focused on Ghana, not the whole of Africa. The colours and star which feature in the national flag, as well as including the country name in the logo deliver an unambiguous link to Ghana.
As a further reference to the region, the wider identity system uses patterns found in the areas’ textile designs. Together the rebrand has provided a vibrant and confident platform for the future.
Visit website: https://ateghana.org/