Brand Identity Refresh

This project was part of my annual commitment to giving back, where I choose to donate my time and expertise instead of money to causes I believe in.

Better Career, a Tanzanian start-up I connected with via ‘We Make Change’, stood out for its mission to empower young African talents.

This brand refresh wasn’t just about updating visuals – it was about reimagining how the brand connects with its audience. From a bold new visual identity to a user-friendly website integrating a talent and employer portal, every detail was designed to empower young African talents and bridge the gap to global opportunities.

While this was a pro bono project, I’m proud to typically work with clients on a professional basis, delivering impactful designs and strategies to meet their business goals.

Brand updates

This is the creative journey behind Better Career’s transformation.

Watch this video to see how it all came together.

Key Highlights

Transforming Better Career’s brand and digital presence was a multi-step journey. Here’s a look at the process that turned ideas into impactful visuals and user-focused solutions:

1. Discovery & Strategy
Understanding their mission to empower young African talents and connect them with global employers. Through conversations and discussions with the team, we pinpointed what made the brand unique and what needed improvement.

Conducted a full brand review
Outlined new directions for visuals, tone of voice, and messaging
Identified key challenges with their existing website and functionality

2. Visual Identity Redefined
The new identity was crafted to reflect optimism, professionalism and inclusivity. From bold colours inspired by Tanzanian culture to simple, meaningful shapes, every element was designed with intention.

Adjusted the existing logo
Chose a colour palette that balanced vibrancy with approachability
Selected modern, clean typography for readability across platforms
Created a full and short set of brand guidelines for the client to use their brand effectively going forward

3. Designing the Website & Portal Architecture
The centrepiece of this refresh was expanding their existing website and include the creation of a user-friendly portal for job seekers and employers. Communicating with the developer, I prioritised simplicity and functionality so that users could easily navigate between pages and access resources.

Sketched the homepage and subpages wireframes to map out user journeys primarily with Figma
Created architecture and user functionality for the external portal
Focus on clear content hierarchy

4. Testing & Refining
While we couldn’t test the platform with end-users due to budget constraints, I worked closely with the Better Career team and developer to refine every aspect of the website. Feedback from internal stakeholders helped me ensuring the site aligned with their vision.

5. Launch-Ready Design
From the redesigned website to branded materials like LinkedIn pages and social templates to CV templates, the refresh extended across all touchpoints. The result? A cohesive, dynamic brand ready to make an impact.

Keeping your website brand consistent

Most websites are updated regularly through blogs.

As the previous blog section showed different brand colours, attributes and low quality images, I suggested an update stays on-brand and visually appealing.

I designed a branded blog cover grid to keep the blog visually consistent and engaging. Using high-quality stock photos that match the brand’s style, along with a few creative covers featuring graphic elements, I created a template that can be used for future posts.

The image shows an updated grid of blog covers in Figma.

Have a project that needs a fresh perspective?