What It Is
Becoming Senegal is a nonprofit organization working to empower youth in Senegal through education and sustainable development. Their programs span training initiatives for educators and students, community-led sustainability projects, and a builders club for young leaders. The core belief: lasting change starts with giving the next generation the tools and confidence to lead it.
The Brief
We were brought in to develop a brand identity for the organization — a visual language that could represent their mission with clarity and conviction. Becoming Senegal needed a mark that felt credible to international donors and partners, while remaining warm and accessible to the communities and young people they serve in Senegal.
The brand also needed to stretch: program materials, digital platforms, apparel, community events, and fundraising campaigns all had to feel like they came from the same place.
What We Developed
We built a complete brand identity system grounded in the organization’s values — growth, community, and optimism about what’s possible when young people are invested in.
- Primary logo and wordmark with full production-ready variants
- Color palette drawing on warmth and energy appropriate to the mission and the region
- Typography system balancing approachability with institutional credibility
- Brand guidelines covering logo usage, color, type, and application across print and digital
- Mockups across key touchpoints: web, apparel, program materials, and social
Outcome
The concept was completed and delivered. The organization ultimately moved in a different direction and the brand was not adopted — a reality of design work that every studio encounters. The identity itself remains work we’re proud of: cohesive, intentional, and well-suited to the mission it was built for.