The AFBS 2024 Event Branding was developed for the Africa Family Business Summit, an annual gathering focused on helping family-owned businesses strengthen governance, ownership, and sustainable growth.
The brief called for a professional yet culturally relevant identity that could bridge tradition and innovation, while being adaptable across both print and digital platforms. Deliverables included a distinct visual identity system, color palette, typography, and event applications such as banners, social media assets, and stage branding.
My design approach was inspired by the themes of family, legacy, and structure. I combined modern, clean typography with grid-based layouts to reflect order and governance, while introducing warm tones and culturally resonant visual elements to ground the identity in an African context. Symbolic shapes and subtle patterns were incorporated to represent continuity, interconnectedness, and growth — values that align with the spirit of multigenerational businesses.
The final identity system was designed for versatility, working seamlessly across large-scale applications like stage backdrops and banners, as well as smaller touchpoints like social media and name tags. By merging cultural relevance with a modern professional aesthetic, the branding elevated the summit’s credibility while celebrating the essence of African family enterprises. The result was a cohesive visual language that positioned the AFBS as not just a business event, but a platform championing heritage, governance, and sustainable progress.
