In the heart of Africa, a silent epidemic rages on. Young individuals across the continent grapple with the challenges of addiction, often feeling isolated, stigmatized, and without a clear path to recovery. Get Care Africa emerged as a beacon of hope, determined to break down the barriers and provide accessible, affordable, and confidential support services.
Recognizing the urgent need for a transformative solution, Get Care Africa sought the expertise of Studio Unruly to develop a brand identity that would resonate with their target audience and effectively communicate their mission. Studio Unruly embarked on a comprehensive project, delving deep into the complexities of addiction, the challenges faced by young Africans, and the power of community and support.
Through in-depth research, interviews, and workshops, Studio Unruly gained a profound understanding of Get Care Africa's unique needs and values. This knowledge served as the foundation for crafting a brand identity that would not only be visually appealing but also emotionally resonant. The decision was made to focus on three key areas:
1. Brand Strategy: Develop a comprehensive brand strategy that aligned with Get Care Africa's mission and values. This involved defining the brand's purpose, target audience, and unique value proposition.
2. Visual Identity: Create a visually compelling and memorable brand identity that reflected the brand's personality and values. This included designing a logo, color palette, typography, and brand guidelines.
3. Landing Page Development: Build a user-friendly landing page that served as a gateway for individuals seeking support. The landing page would collect data and provide initial information about Get Care Africa's services.
By addressing these areas, we aimed to transform Get Care Africa into a recognizable and impactful brand, capable of making a significant difference in the lives of young Africans struggling with addiction.
At the heart of Get Care Africa lies a powerful mission: to empower young Africans struggling with addiction and reclaim their lives. To effectively communicate this message, Studio Unruly conducted extensive workshops with the Get Care Africa team to delve deep into the brand's core values and identity.Through collaborative discussions, we established Get Care Africa's purpose: To educate Africans about addiction and connect them with the support they need, so they can reclaim control of their lives and build a healthier, more empowered Africa.
Vision and Values
We worked closely with the Get Care Africa team to articulate their mission and values. These guiding principles shaped the brand's identity and informed our subsequent design decisions.
1. Vision: To create a future where addiction is openly addressed, individuals have readily available support systems, and a well-regulated industry prioritizes healing and empowerment.
2. Values: Empathy, Welcoming, Authenticity, User Focused and Innovative.
Target Audience
Understanding the target audience was crucial for developing a brand that resonated with their needs and aspirations. We conducted research to identify the key demographics, challenges, and aspirations of young Africans affected by addiction
Brand Personality
Armed with a deep understanding of the brand's purpose, mission, values, and target audience, we crafted a brand personality that would resonate with our users. We envisioned Get Care Africa as a compassionate, supportive, and empowering friend, guiding individuals on their journey to recovery.By establishing a strong brand foundation, we laid the groundwork for creating a visually compelling and emotionally resonant brand identity.
Armed with a deep understanding of the brand strategy, we embarked on creating a visually compelling and emotionally resonant identity. Every design decision, from the choice of colors to the typography, was carefully considered to ensure alignment with the brand's purpose and values.
The Heart of the Brand: Omi the Seal
A central element of the brand identity was the creation of Omi, the friendly seal mascot. Omi was designed to be more than just a symbol; Omi was intended to be a companion and partner for individuals on their recovery journey. The mascot's playful and empathetic nature reflected the brand's supportive and caring character.
Verbal Identity
We developed a brand voice that was warm, empathetic, and encouraging. The language used in all communications reflected the brand's supportive and caring nature. Key messaging focused on hope, recovery, community, and empowerment.
By combining these elements, we created a brand identity that was visually appealing, emotionally resonant, and aligned with Get Care Africa's mission.
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The Get Care Africa landing page was designed to be a welcoming and informative gateway for individuals seeking support. The design incorporated the brand's visual identity elements, creating a cohesive and visually appealing experience.
Key Features
1. Clear Call to Action: A prominent "Let’s Begin" button encouraged visitors to take the first step towards recovery.
2. Informative Content: Engaging copy that highlighted the benefits of using Get Care Africa and addressed common questions.
3. Testimonials: Testimonials from satisfied users to build trust and credibility.
4. Contact Information: Easy-to-find contact details for individuals seeking further information.
By delivering a high-quality website, Studio Unruly helped Get Care Africa establish a strong online presence and connect with its target audience.
We seamlessly blend the authenticity of cultural narratives with the innovation necessary for global resonance. The alchemy lies in our ability to harmonize authenticity and innovation, creating a unique and impactful experience that sets us apart.
