ATCF
Client: Africa Transformation Centres Foundation
Services: Branding, Brand application.
Africa Transformation Centres Foundation, known as (ATCF) aim to make significant improvements to life opportunities for every African in every African Country. Through educating and empowering the people of Africa they aim to achieve their mission by teaching people to expand their thinking and to reset beliefs that may hold them back through their programmes. Participants of ATCF programs find themselves able to create a vastly improved and enriched future. They came to Studio Republic requiring a new vibrant and inspirational brand to provide them with the platform to achieve their goals. I created the brand and application guidance through a variety of assets.
The solution
The chosen concept was inspired by traditional African artwork and the geometric shapes used and seen in many African patterns. It draws inspiration from these but modernises it to form the shape of Africa in a simplified form which shows connectivity. The shapes were created with the idea of being fluid building on the idea of transformation and growth. The result is a professional brand that feels very well established with authority and credibility without feeling corporate and having an approachable, vibrant and aspirational look to it.
Bold colours and shapes
Working with the African flag colours the palette selected brings a strong sense of energy and vibrance to the design without feeling too primary or too corporate. They are warm and bright which encapsulate the positive energy which Africa Transformation Centres Foundation translates to the people it helps. Combined with the geometric shapes from the shape of Africa in the logo these elements can be used across assets to form unique patterns that can be constructed flexibly to add a bold and striking impact across the various brand assets.
