Action Through Enterprise 

Action Through Enterprise supports economic development by working with small business owners in Ghana. It invests in people and provides education, mentoring and financial support to enable entrepreneurs to support themselves and their families year-round. They were approaching their 10th anniversary, and were looking for a sub-brand logo to celebrate.

After I concepted and designed ideas that explored alternative expressions of ‘Africanness’ and ‘Ghanaianness’, it was decided that the 10th anniversary was an ideal opportunity to update the overall brand, aligning with a vision of increased confidence and determination—creating a more decisive brand look.

Development

I redesigned the identity to make the name Action Through Enterprise more prominent, giving the brand identity the energy and confidence to match the charity’s culture. A clear link to Ghana was achieved by using the flag colours and black star, including the country name in the logo. The wider identity system based on patterns found in Ghanaian textile designs provided a simple but distinctive and evocative brand system.

The project led to a follow-up commission for the annual report. Most importantly, the charity workers on the front lines in Ghana were extremely enthusiastic and proud of the new logo, almost immediately painting it large on their office walls!