Year of Return

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The ‘Year of Return 2019’ – A case study

Illustration | Identity System | Publication

About the ‘Year of Return 2019’

2019 was a symbolic year. It commemorated 400 years since the first enslaved Africans left the coast of Ghana and were brought to Jamestown, Virginia, USA. The ‘Year of Return 2019’ is an initiative by the government of Ghana. It was intended to encourage members of the African diaspora to travel to the continent, settle, invest, and establish partnerships in the region. Launched by President Nana Akufo-Addo in September 2018 in Washington, D.C., the program also recognised the diaspora's achievements and sacrifices in the time since that event. The Ghana Tourism Authority and the Ministry of Tourism, Arts and Culture lined up a slate of events and activities in “celebration of the resilience of the African spirit”. The initiative is widely regarded as a success, having attracted approximately 1 million tourists (including celebrities, politicians and world leaders) and injected approximately $1.9 billion into the country’s economy.

The creative approach

I redesigned the Year of Return 2019’s visual identity including a new logo, stationery, printed material, website and more. To enrich this brand identity, I built an illustration system to develop a visual language that can convey the brand’s story with consistency on multiple platforms (print, social, web etc.). The illustration system depicts Adinkra symbols, originally created by the Bono people of Gyaman, of the Akan people of Ghana. These symbols have a decorative function but also represent objects that encapsulate evocative messages which convey traditional wisdom, aspects of life or the environment. Illustrations also depict traditional west African patterns (wax print fabric), music notes, history, arts, culture, food, fashion, transport, and politics. By doing this redesign case study, I wanted to capture Ghana’s rich culture and history, and recreate the energy and essence of the Year of Return

Events during the 'Year of Return 2019' included; Afrochella, Afro Nation, Essence Full Circle Festival, Detty Rave, Gold Coast Experience, Panafest and much more.

Illustration System - I built an illustration system to develop a visual language that can convey the brand’s story with consistency on multiple platforms (print, social, web etc.). The illustration system depicts Adinkra symbols, originally created by the Bono people of Gyaman, of the Akan people of Ghana. These symbols have a decorative function but also represent objects that encapsulate evocative messages which convey traditional wisdom, aspects of life or the environment. Illustrations also depict traditional west African patterns, music notes, history, arts, culture, food, fashion, transport, and politics.