The new rebrand would extend from a logo redesign to a redesign of the headquarters exterior branding. I created a new visual identity that reflected a credible, forward thinking, and amiable company and focused on the signature of their green motorcycle seats.
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The rebrand has transformed their analytics and investor numbers.
The client was making a pivot from their farmer-based lending program to more urban-based with lending of motor vehicles, smartphones, and fuel. The new logo reflects a motif reminiscent of row crop farming that also reflects mobility within a circular form. The logotype font and direction of branding materials address the start-ups desire for a credible, inspirational, and amiable company persona. The signature green was essential to the rebrand because the color is a way to protect against fraudulent groups posing as Asaak to steal clients' money and information. The signature green in their motorcycle seats is their most identifiable characteristic and helps customers identify the real Asaak. The significance of the color drove the design of the new color palette to focus on a monochromatic scale of green and blue.
As the fintech industry continues to grow and evolve, it's essential for Asaak to ensure their design language scales to meet the changing needs of new office spaces and promotional materials. In the competitive landscape of Uganda, signage marketing materials rely greatly on constantly displaying the company's high saturated color to catch the rider's eye while they are on the highway. I put Asaak's green in the forefront but allowed the green to breathe with breaks of dark blue and white. The logo is always placed on a high contrast background to increase visibility from afar during the day or in dim light at night.
