TAG Collective partnered with Africa Tech Festival (ATF) to redefine its new brand identity, transforming it from a traditional event into a city-wide, pan-African celebration of technology, innovation, and culture. The brief called for a brand that not only united ATF’s multiple sub-brands but also represented Africa’s rise as a global tech powerhouse.
Collective: Andrew Franks, Shaun Bond, Jon Cherry, Yash B, Debby Vella.
The Challenge:
Africa Tech Festival is a well-established event within the continent’s tech ecosystem. However, its visual identity had become fragmented across its multiple sub-brands: AfricaCom, AfricaTech and Africa Ignite, diluting its message and impact.
The Solution:
Our approach centred around a single, bold idea: “What If…in Africa, the future is here? We wanted the identity to reflect Africa’s innovation, creativity, and collective spirit. A continent that doesn’t follow global trends but sets them. This became more than a rebrand; it became a declaration of Africa’s arrival on the global stage.
The stacked wordmark, crafted in the Safiro typeface, balances elegance and innovation. Its angular form projects strength and precision, qualities that mirror Africa’s tech evolution.
The modular system creates a visual hierarchy that works seamlessly across the master brand and sub-brands, giving each event its own space while remaining part of the same ecosystem.
