Propel Rebrand and Website Development Project
Branding
Marketing Strategy
Web Development
Project Overview
Propel is empowering the global workforce by building the largest ecosystem infrastructure to connect African talent to opportunities around the world. Initially, their focus was on being the bridge between global companies and African talent. But Propel soon realised the limits of this model. They made an audacious pivot to build a support ecosystem for communities and their members and needed a new identity that reflects this pivot. Together, we brought the brand’s new purpose, strategy and visual + verbal identity to life, starting with a change of name. We created an entire universe to perfectly capture the new visual system that we defined for Propel. In this Propelverse, you would find the brand colours, typography, imagery, futuristic illustrations and iconography (created from scratch). With community at the centre, we made the Propel logomark to reflect their goals. We created an abstract illustration of “Stacked Bricks” which literally implies building and metaphorically represents the Propel brand promise to be the reliable bridge between communities, their talent and the best global opportunities. Propel is reimagining a future where work is truly borderless, and everyone has equal access to global opportunities.Client
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