client
Ubuntu Pathways
scope
visual identity
website design
creative brief
copywriting
role
project support
website wireframing
external communications design
brand applications
challenge
Legitimize the brand without losing its roots. Ubuntu Education Fund’s brand began as deeply community-driven—designed and voiced by those it served. As the organization expanded, attracting major philanthropists and business leaders, the brand shifted toward legitimacy: McKinsey-backed data, a corporate aesthetic, and sector thought-leadership language.
With continued growth, the opportunity emerged to reconnect with Ubuntu’s roots—its unique development model and deep ties to Port Elizabeth—while positioning the organization for ambitious fundraising goals.
Celebrate stories, not strife. Port Elizabeth, South Africa suffers from extreme poverty, low employment rates, and a high prevalence of HIV and sexual violence. To focus the narrative there reduces the community to its challenges instead of celebrating its resilience, perseverance, and commitment to the next generation.
insight
solution
Capture the warmth of the community and the grounded, bold approach of the organization. The visual identity captured the Ubuntu Centre in a bold, minimalist mark. It’s a symbol of community strength and what the building physically holds—compassionate teachers, dedicated staff, and children and family of ages attending life-saving and -improving services. Narratively, the shift focused on the simple ambition of “cradle to career” and the hope of brighter futures for the next generation.
The visual identity was completed by design firm from Grand Army. As project support, I contributed to decision making and website wireframes, and lead on brand applications: website elements, event collateral, email marketing, and social media.
As Creative Lead, I expanded the identity into the 2018 Gala concept which visually centered the story of different people, seeing them not as their circumstances, but as their ambition, hopes, and dreams.
Increased attention and revenue. The website and rebrand launch (2017) reinvigorated the donor base, grew the Ubuntu Social events, and contributed to a $1M increase in raised funds over three years.
Read more about the rebrand here at Devex.