Project Overview

The Africompassion Academy Branding Project was commissioned by Africompassion Organisation, an NGO in Tanzania, with Steve Whitehouse, the CEO, and Jerald Malamba, the Founder/Director, serving as client representatives. The project entailed the development of comprehensive brand guidelines for Africompassion Academy, an established educational institution in Tanzania. Additionally, our task was to design a distinctive logo for the academy, as well as create flag and t-shirt designs. As the project lead, my collaboration with Steve and the Africompassion team ensured a deep understanding of their vision and requirements, guiding our efforts towards delivering a branding solution that truly reflected the essence of Africompassion Academy..

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The Process

In creating the logo for Africompassion Academy, we embarked on a thoughtful journey inspired by the school motto provided by Steve: "Truth, Honor, Courage." Each word became a guiding light for our design, leading us to craft special icons representing its core meaning. Courage, for instance, was depicted through a brave lion, symbolizing the strength and bravery instilled in students to tackle challenges head-on. Truth came alive with balanced scales, highlighting the academy's strong commitment to fairness and honesty in education. Honor found expression in caring hands cradling a heart and the map of Africa, showcasing the academy's dedication to kindness and respect. Additionally, a flaming torch emerged as a beacon of wisdom, symbolizing education's power to light up the path to a brighter future. These meaningful symbols were carefully arranged within a shield, symbolizing the academy's unwavering support and protection. Surrounding the emblem, a subtle wreath added a touch of unity and accomplishment. Finally, the proud proclamation of "Africompassion Academy" alongside the motto embodies the institution's values and dreams. Through this collaborative journey, we crafted a logo that not only reflects the spirit of Africompassion Academy but also stands as a source of inspiration for its students and community alike.

Initial Draft