ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Learn more about ADC105
Category
Branding
Annual ID
ADC104_BCD049M
Background
54 Collective, formerly Founders Factory Africa is an investor in early-stage technology startups across the African continent.
Creative Idea
The visual identity for 54 Collective draws inspiration from the complex history and promising future of Africa. It uses strong lines as a core motif, referencing the artificial borders imposed upon the continent during the colonial era.
Insights & Strategy
These rigid boundaries, drawn with little regard for existing cultural or ethnic groups, have had a lasting impact on the continent's development and continue to present challenges today.
However, rather than representing these lines as a limitation, the design subverts their original intent. They are reimagined as a foundation upon which a new vision of Africa is being built.
This reflects the mission of 54CO as a Pan-African investment firm. By supporting entrepreneurs across the continent, we aim to transcend these arbitrary divisions and foster collaboration and growth. We believe that the ingenuity and resilience of the African people, coupled with strategic investment, can create a future where the continent's potential is fully realized.
However, rather than representing these lines as a limitation, the design subverts their original intent. They are reimagined as a foundation upon which a new vision of Africa is being built.
This reflects the mission of 54CO as a Pan-African investment firm. By supporting entrepreneurs across the continent, we aim to transcend these arbitrary divisions and foster collaboration and growth. We believe that the ingenuity and resilience of the African people, coupled with strategic investment, can create a future where the continent's potential is fully realized.
Execution
Visual System
We started by translating all 54 countries' distinct shapes into geometric forms inspired by the angularity in our word mark and modern African geometry.
Each country's boundary has it's own personality and geometry allowing the base of our identity to feel unique and scalable.
By connecting, merging and combining the border lines of our African countries, we were able literally shape new borders which reaffirmed our positioning and formed the basis of our dynamic visual system.
Using our graphic boarders, we created local patterns that reflected the countries 54CO operates and invests in -while celebrating the beauty of each region.
We started by translating all 54 countries' distinct shapes into geometric forms inspired by the angularity in our word mark and modern African geometry.
Each country's boundary has it's own personality and geometry allowing the base of our identity to feel unique and scalable.
By connecting, merging and combining the border lines of our African countries, we were able literally shape new borders which reaffirmed our positioning and formed the basis of our dynamic visual system.
Using our graphic boarders, we created local patterns that reflected the countries 54CO operates and invests in -while celebrating the beauty of each region.
Results
The results were a bold, vibrant & distinct brand assets that felt like a celebration of Pan-African optimism and pride.
2025 Awards
Total Points: 3
Merit Honor
Credits
Agency
BCKRDS / Johannesburg
Client / Brand
54 Collective / Johannesburg
Creative Director
Wade Moonsamy
Designer
Reamoleboga Legae
Thabiso Dhlamini
Senior Designer
Nomonde Mtetwa
Account Manager
Tshepang Letsoela
General Manager
Kaylee Veran
Managing Director
Samukele Belle
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