I worked closely with the team through a series of brand discovery sessions to define the foundations of the new brand, including naming, positioning, tone of voice and visual direction. A key consideration throughout the process was visibility and clarity in the real-world Ugandan context, particularly ensuring the identity would stand out on busy streets and be easy for customers to recognise at a glance.
Although I was not able to visit Uganda in person, the team supplied photographs of existing swap stations, products and competitor environments, which gave valuable context for developing a brand that was both distinctive and practical in application. This helped inform design decisions around brand presence, legibility and environmental impact across signage and customer-facing touchpoints.