How do you position African talent not just as available, but as an elite, global frontier in AI and Data excellence, while going head-to-head with outsourcing giants around the world? This was the business challenge JADA, an organization backed and co-founded by one of Nigeria’s leading tech investors, Olumide Soyombo and Massimiliano Spalazzi, ex-Jumia CEO, brought to us.
Brand Architecture
Brassmoney was an extension of the parent brand "Brass". We wanted to retain the core as a brand that believes in growth and potential. Brassmoney had the ability to become a lifestyle icon among its users, and we decided to tap into that for the design direction.
Brand Application
While we ensured a lot of alignment and reusable components from the parent brand remained (such as the type, logo mockup, etc.), we focused on enhancing the identity system with a newly set up colour palette and custom product icons and illustrations.
For the Elite
The Brass team were very particular about the type of customers they were building for — young, ambitious, elite working professionals. The goal was to become the haven for all their financial needs (present and future) and become integrated in their everyday lifestyle.
