aseda

We created a visual identity for figg around the brand idea: “What if all the right people, resources & opportunities came together for Africa to bloom?”. we used rough brush strokes, plants & trees as a way of casting figg as a key player in rewriting and reimagining Africa’s future. We chose to balance assets that felt warm and friendly - like the sans serif font Poppins and a vibrant orange with a more stable dark purple and minimalist grid system to give the brand a trustworthy but approachable feel.