Repositioning Adrian.

Brand positioning is the territory you occupy in your customers’ mind relative to your competitors and whether those customers believe you’re the best option to meet their needs. Adrian approached us to help them in positioning them from a local brand into a regional leader. Through an in-depth audit of their existing brand perception through the eyes of all their stakeholders, we were able evaluate where the business was positioned in the marketplace. Using this information, we were able to to define what they say, where they say it, how they say it, and who they say it to in order to align into their new brand position. In the process, we embarked on a brand refresh that echoed Adrian’s new direction.


Through an indepth audit we were able to articulate the Adrian Brand, unearth its purpose, promise and new positioning. These created a framework that would allow us to align all their touchpoints i.e communication, policies, brand architecture etc.

The Challenge.

In the process of aligning, we realized Adrian’s old logo did not fit with the new positioning of the brand so we embarked on a journey to refresh it by analysing its composition and deriving meaning that would be implemented in a fresh visual identity.

Becoming a gateway for Africa.

Adrian owns the unique position of being a country birthed in Africa that has been able to be partner with worldwide companies in providing integrated solutions for Africa. The strength of the new identity is that it highlights the “A” (Africa/Adrian) and illustrates it’s identity of being a connector/bridge for technology solutions in Africa.

Finding a Pioneering Colour Palette.

We sought out to find a complementary pallete that echoed Adrians Brand story. These were inspired by their personality that showed innovation, intelligence, trust and dependability (Blue) and their go-getter attitude (Red). With an extra emphasis on making sure that the colours were distinct, we endeavoured to find shades that sat uniquely within the colour spectrum and were not a typical Red & Blue.

interested in working together?

lets meet.

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