A GLOBAL COMPANY WITH AFRICAN HERITAGE
Prioritizing local research and cultural compatibility checks through our trusted research arm in Lagos provided extensive local, regional and continental insights which formed the foundational framework for our strategic and creative efforts.
The architecture, positioning, brand name, visual identity and all collateral were revisited with the company’s mission front and centre: providing access to and accelerating growth in the frontier markets.
We arrived at a name for the new mother brand: Aza, confirming its suitability by testing with employees across multiple regions before signing off. Aza was selected as an embodiment of the business and the continent in which it is based. Aza’s visual identity was designed to become a symbol of the continent.
