Efficiency Advertising, the agency I currently work for in Johannesburg, South Africa, received a brief to develop a miniature brand identity for a client originally from South Africa now residing in France. The brief landed on my desk.
The idea is to host luxury tours in and around South Africa. "My African Roots" was suggested, as they wanted to pay homage to their strong roots in their home country — as well as how we feel a sense of rootedness after an experience.
I changed it to "My African Routes" as it's a play on the word "roots" and therefore their heritage — while simultaneously referring to the "routes" the tours will take.
The client specifically asked for an illustrative logo that consisted of various elements that they feel represent South Africa: sun, mountains, trees, and ocean.
The brief explicitly only asked for a logo — exported in its various, relevant formats. However, I decided to create a miniature deck because sending through exports alone seemed like a half-baked job. As a result, though, I have only included a font suggestion for the headings.
