Warri is a city in Nigeria that has a difficult financial trajectory as the biggest job providers in the area, the oil companies, left due to insecure business environment. This left behind a big job problem that threw society into a deep crisis.
In this environment our client wanted to start an educational programme that would help young people find new purpose. Powered People is an educational programme that provides IT courses and an educational facility for the young people of Warri.
The core idea was building a brand that young people can easily relate to and can own up to their environment and expectations. The product, in this case IT as a whole, should be portrayed as a new and exciting environment, that provides both opportunity and challenge.
We went for a young and colourful approach with the overall imagery of the brand, we kept young people in focus and created the visual identity around them. Because we didn’t want to get to far from the business side of the brand, the logo and the visual communication are clean and precise, but creative and exciting.
The main message of the brand is its mission for change and it’s repeated throughout all the materials. Change is a powerful world and we harnessed its power to convey the opportunity it can bring. We also wanted to create empathy with our messaging and create a new perspective for the future.
As a result of our efforts the young people of Warri found this approach as fresh and exciting and they enrolled in the programme in unexpected numbers. The programme is still developing as you are reading this and more and more young people are joining in on this opportunity.
