From the outset we were keen to ensure our visual identity approach for Tusk Conservation Awards was authentically African. We were particularly intrigued by traditional African patterns, as they offered a universal representation of a diverse continent. We spent a significant period of time researching and studying African patterns (textile, ceramic, beaded and sculpted) paying particular attention to recurring aesthetic and graphic details.

Following our research, we developed an African-style pattern for the visual identity. We took inspiration from a continent-wide spread of examples to create something that feels wholly African without isolating a specific country. To make it truly unique we constructed the pattern from the letterforms T-U-S-K, intentionally crafted to remain discreet, ensuring the viewer sees the pattern first.

Because of this subtlety, the pattern was often used as part of a reveal, giving a viewer a sense of satisfaction in its discovery. This was used across a number of examples like the belly band wrap for the programme, or the isolation of the word-marque as you scroll on the website.

The pattern informs the branding, using crops, reveals and huge details to create a bold and vibrant identity that reflects the celebratory nature of the awards.

We applied the identity to the website, fabric design, stage design, programme and Land Rovers.

We also proposed and commissioned 50 traditional beaded wristbands in the brand’s signature pattern. Hand-crafted by the Kenyan Enkiito tribe; they were given to Tusk’s high profile contacts to help raise awareness for the event. The bracelets gained over 17.5 million impressions: a 400% increase from last year.