Seeding Trade

The goal of this project was to rebrand the Australia Africa Chamber of Commerce so as to position it as the peak body for the facilitation of trade between Australia and Africa.

The approach called for the determination of the brand values. One of the key values was that the brand should love both Africa and Australia. And from that concept, a bird encompassing cultural styles from both continents was born. The bird is depicted in flight which is clearly aspirational and it also carries a seed of growth in its mouth.