As part of our GoodSub (CSR) initiative, we partnered with our friends at the not-for-profit, Siyakwazi. Located in a rural KwaZulu-Natal, South Africa, the school serves some of the poorest and most under-resourced communities in the country.

Staggering area population statistics show that only 26.4% of adults are employed and 27.2% have a matric or higher level of education. It is against this backdrop that Siyakwazi was founded. Constructed in an underprivileged area within a low-socioeconomic province, and with so many needs to be met by a finite amount of funds coming in via private and corporate donors, Siyakwazi needed a brand that would be both taken seriously and attractive to global donors.

While Siyakwazi had an identity and visual language, it was outdated and no longer resonated with the brand's purpose. We needed to create a new brand positioning that could be leveraged to convince donors that investing in this school was a worthwhile cause. “Changing the lives of children to enable them the opportunity to thrive and grow” became the new vision.

It was important we kept the spirit of the existing brandmark, while focusing the new design on being bold, brave, and vibrant. The resulting identity draws inspiration from the ‘hand’, symbolic of individuals joining together to achieve one goal, and incorporates the Siyakwazi ‘S’, to allow flexibility of use. The full brandmark takes on the quality of hand-drawn letters, making for easy reproduction across signage without losing integrity, nor requiring a professional signwriter.

To create a cohesive visual identity, the hand-drawn approach was used in crafting Siyakwazi’s iconography. The metaphor of the hand informed the tone of voice, copy lines, and graphics applied to merchandise, from which the sale proceeds serve as fundraising income.

Working with Siyakwazi was a humbling experience for the whole team. To see the tangible differences this organisation brings to the community it serves is heartwarming and awe-inspiring. We were incredibly grateful for their trust in us.