Edo
Branding a government for the modern era
Brand Design
Editorial Design
Public Utility
Overview
In 2021, I worked at Redwire Marketing, an insight-driven marketing and brand consultancy company, committed to helping people and organisations build and sustain transformational brands and marketing programmes.
The election of a new state Governor for Edo State, Nigeria in 2020 called for a new unique logo that captures the historical elements,
heritage and industries in Edo.
Redwire bid to design such a logo in 2021 and I was responsible for designing one of the logo options.
I was also responsible for working with a key government parastatal on developing print and digital media assets for use by stakeholders
within the government.
Services
Brand Design
Editorial Design
Personality
Strong
Modern
Typefaces
Helvetica Nue
Color Palette
PROCESS
Simple and understandable
A clearly stated goal of this project was to produce a brand that clearly sets Edo apart from other provinces in Nigeria while getting the attention of its inhabitants through a simple and clear design.
After some research, I came to the understanding that Modern cities (as public institutions) in today’s global and information rich world need simple visual messaging. I decided to design simple logo that adapts and presents the rich history of Edo.
Brand Design
History through a modern lens
A major historical element in Edo State is the IDIA MASK, it belonged to Idia, the mother of Oba Esigie who ruled Edo in the 16th century and is one of the most recognisable symbols of African art in the world.
I selected a logo option that captures the history of Edo state and a modern typeface which represents the dawn of a new Edo by using the Idia mask sign as an addition to Helvetica Neue, a font that has a modern, strong feel.
A constant reminder of Edo’s rich history and its bright future as a cultural and commercial hub in Southern Nigeria. The main brand colours; Red and Gold also represent energy, passion and wealth, they complement the logo and display qualities that are ever-present in Edo society.
Brand Identity
Strength and Modernity
The Edo state government wanted a brand that portrayed both strength and modernity, the logo mark achieves this by incorporating a recognisable symbol of the strength of the Edo people into a modern, sleek font.
The logo and colours are easy to use on different mediums, from stationery to clothing to billboards. The logo mark is also instantly recognisable in any size.
Editorial Design
Condensing Information into a reader-friendly format
The Edo State Federal Ministry of Humanitarian Affairs, Disaster Management and Social Development had analysed multiple datasets about poverty in the state. They wanted to present the information in a concise yet visual format.
I was also responsible for the designs on this effort.
I realised that the information could be presented using well designed infographics. I worked with a team of two other designers to select appropriate colours, determine the best methods of visualising the data while paying attention to readability and conciseness.
DIgital and Print Media
Improving messaging around Taxation
As part of the same project, I worked with the Edo state Internal Review Service on a Tax Enlightenment and Education program whose goal was to improve the perception and understanding of Edo’s populace on the purpose and impact of their taxes.
I designed trifold flyers and social media posts targeted at business owners of all sizes and ensured a high level of coherence with the governments new branding, projecting strength, trust-worthiness and modernity.