Context
IMPACT Lab is a pan-African incubator supporting entrepreneurs through multiple programs, partnerships, and institutional initiatives across the continent. As the organization grew, its brand needed to evolve from a single identity into a coherent system, one that could scale across programs and markets while remaining recognizable, flexible, and credible over time.
ROLE & SCOPE
Led the brand strategy and identity of IMPACT Lab Africa.
- Brand strategy & positioning
- Scalable Brand identity system
- Program branding architecture
- Brand governance across programs
How do you build a single, recognizable brand while supporting multiple programs?
Creative Approach
Designing for coherence at scale
Rather than designing a fixed identity, the work focused on building a flexible brand system. A strong shared core ensures recognition, while clear rules allow each program to express itself independently without losing coherence.
Programs in Action
Results & Impact
IMPACT Lab evolved from a collection of programs into a recognizable brand system. The consistent use of Cosmic Blue and Mikado Yellow established a strong visual signature, allowing partners, startups, and the ecosystem to identify IMPACT Lab at a glance. This flexible yet coherent system enabled clarity, consistency, and scalability across programs, countries, and platforms..
"Working with Ismail at IMPACT Lab has been both inspiring and rewarding. He played a central role in shaping our brand identity and bringing clarity and impact to the communication of key programs such as Boost’in Africa, Tech4Farmers, and the Fintech Challenge."
– Salma Kabbaj
Co-founder IMPACTLab Africa