BRIEF

For Africa’s Travel Indaba, we were tasked with creating a modern, pan-African brand that truly celebrated travel in Africa and evoked a sense of pride, ownership and inclusion for attendees.

IDEA

The world thinks of travel as going from A to B, but in Africa it’s a little different; we go from A to B and a lot happens in between. Whether it’s sun-kissed beaches or flights of fancy on the Serengeti, travel in Africa is full of surprising detours. We collect a plethora of memories and experiences along the way and it’s within these “in-between” stories that the true joy of travel in Africa lives. For Africa’s Travel Indaba, we created a logo that reflects this and becomes a travel itinerary for every possibly journey you can take in Africa.

EXECUTION

To do this we created a modular logo made of 58 individual motifs, each representing a unique African experience. A modern African identity system that moves, changes and adapts in the same way that travel on the continent does. For the first year, this logo depicted 230 unique travel itineraries, forming over 5400 executions. This included a 33 km logo of a Durban travel itinerary, consisting of graffiti tributes, environmental branding and installations placed throughout the city.

RESULTS

Africa’s Travel Indaba 2018 was a massive success with over 1100 exhibitors, 600 media members from around the world and 19000 meetings in three days. #indaba2018 trended and the trade show saw an overall return on investment of 43:1.