Africa's Travel Indaba Launch

South African Tourism owns Africa's largest travel trade show, originally known just as 'Indaba'. We were asked to relook the brand and come up with a new name and corporate identity that would truly showcase what the indaba was about.

Given that most of Africa, not just South Africa, exhibits at this three-day conference, we wanted to create something that truly encapsulates Africa and African travel.

This led to the idea of 'Africa never stops moving'. This thought was then translated into a logo, name, identity and collateral. Whilst the full CI was launched in May 2018, the new brand was announced at the 2017 Indaba. To create some hype around the announcement, we took over Durban (the host city) and brought to life to the idea of 'Africa never stops moving' through a series of activations and installations running from the Durban airport to the conference venue, spanning 33km of road.

I worked with my Art Director, Kyra Antrobus, and the lead Designer, Liana Liebenberg, to conceptualise and create the new identity and the subsequent activations. I was involved in the creative strategy, design concept, iconography development, writing the manifesto and supporting copy, developing the name and tag line, and producing the case study videos.

This campaign won a Wood Pencil at D&AD as well as a One Show Merit Award, both in branding and design category.