Creating a leading African network
Overview
Sometimes growth necessitates the creation of a new brand. This is especially true when one has a vision of partnering with companies from other nations. KO Associates found itself in this enviable position. It is a leading African law firm with well-established expertise and focuses on Corporate advisory, Corporate M&A, Banking & Finance; Project Finance, Technology, Media & Telecommunications; Intellectual Property, Trade and Investment, Energy & Infrastructure Projects and Dispute Resolution. Furthermore, they are passionate about Africa, its people, its industries and its markets. This passion drove KO Associates to have a vision of an African brand that will attract law firms across the continent. These firms would be bound by a shared history, vision and values with the intended goal of providing clients with a seamless and consistent service no matter the location.

Laying a firm foundation
Having worked with KO partners for some good years, we had a good understanding of their brand and what it stands for. With that background, it was easy to understand their need for creating a new brand network. As an artist, our work was to shape their desires and thoughts in the best way possible. With the name Citadel having been chosen, we gave it a lease of life by designing a suitable logo for it. The design was guided by the meaning of the name. Citadel means a fortress. Having a logo is not enough because the prospective companies need guidance to understand the vision, mission and values of this new network. We drafted a brand guideline book that would be necessary for this cause. Furthermore, we designed all the stationery and marketing materials that would be adopted by all the firms within the network.