Harambee USA, a non-profit dedicated to funding educational initiatives in Sub-Saharan Africa, needed brand direction and an educational/informational website. The organization’s challenge was to stay true to the visual identity and message of its Italy-based parent institution while developing its own unique personality to appeal to the American audience.
Symphonic Communications Consulting developed the brand guidelines for the organization, selected the imagery and content to be associated with the brand, and worked with the web designer to create the new website. We made the decision to keep using the logo of the parent organization and capitalize on its features (five different vibrant colors and the “hands visual”) to build the personality of Harambee USA. We made the brand and the site feel convey a sense of hope and excitement for Africa’s potential and future, in stark contrast with the prevalent narrative of Africa as a place of death, disease, and helplessness which dominates in the media and public opinion. The brand was also developed to communicate the value of community as present in the African culture.
Harambee USA has remained true to the principles and message of its parent organization, while giving it its own spin. Both the branding and the website received great praise from the non-profit’s affiliates.