Infraco Africa / ‘human touch’ branding
Ouno Creative have completed a whirlwind rebrand for InfraCo Africa, a government funded private company that funds development projects in sub-Saharan Africa.
The idea was hatched over drinks in a London coffee bar: Our client, the Business Development Manager at InfraCo Africa, was inspired by InfraCo Africa’s parent company rebrand and decided that InfraCo Africa – one of several PIDG companies – was also due an update.
She pointed out that, since it was formed in 2004, InfraCo Africa has mobilised over US$2 billion in investment, improved the lives of 13 million people and created thousands of jobs. A real human success story – but it was human element that was missing from the old InfraCo Africa brand.
Ouno devised a new creative strategy to get people front and centre again, using double exposure images to marry InfraCo Africa’s field photography of development sites with the faces of the people who would actually use and benefit from what InfraCo Africa are building.
Within 8 weeks we managed to push through a rebrand that, against all the odds, caught up with the re-branding exercise that PIDG was about to complete.
InfraCo Africa now has a brand that works for investors, sponsors and everyone besides. The new brand is positive, people-centred, flexible and recognisable, closely aligned with the parent company’s own rebrand and with a logo that incorporates a human fingerprint as a cipher for the human touch. Even for InfraCo Africa, it’s a big development.
And our Business Development Manager client? They made her the Chief Operations Manager of the company. Happy face.