C2D
€229M committed since 2010. A brand was needed to make them visible.
↓ Read the caseA mechanism that funds without being seen.
Since 2010, the Debt-Reduction and Development Contract has committed €229 million between France and Congo. 13 projects, 2 funds, 14 years of cooperation. The southern corniche of Brazzaville, rainwater drainage, the teaching hospital, agriculture, social safety nets for 60,000 people — all came out of the ground. Everything, except the perception of the mechanism that made it possible.
Speak to two audiences that don’t speak to each other.
On one side, the residents of Brazzaville walking on rebuilt roads without knowing where the funding came from. On the other, institutional backers who fund without visibility on the perceived impact. Two audiences, two languages, one shared blind spot. The challenge wasn’t to create a brand that seduces. It was to give a signature to a mechanism that had always been without one.
From invisible to signature.
Three weeks to formulate a visual identity and a communication plan capable of holding on every ground: large-format print in the streets of Brazzaville, institutional materials in ministerial meetings, digital declensions for the public. No flashy brand. A sober, readable, translatable visual architecture, calibrated to carry both the rigor of a State mechanism and the warmth of a field reality.
- Reveal
- Calibrate
- Deploy
A signature for 14 years of cooperation.
Logo, palette, typographic system, layout principles. A brand book designed to withstand heterogeneous contexts of use — urban poster, official document, conference material — without losing coherence.
The brand in use.
Large-format posters, institutional materials, print declensions designed for the Congolese field. First official deployments in ministerial conference.
- Strategic directionWorkdose
- Art directionWorkdose × CCC Agency
- ProductionWorkdose
Aperando
Pre-launch brand formulated. A third path between sports coach and travel agency.
Le prochain dossier, c'est peut-être le tien.
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