Khula - Luke Ritchie

The challenge:

"Khula" meaning growth in Xhosa, is a non-profit organization dedicated to reintegrating primary school children in disadvantaged communities, at risk of dropping out, back into the school system.

Recognizing the urgent need to realign their strategy and brand image, I assisted them in developing an in-depth brand strategy and identity system.

We did a strategic deep dive of their organisation, and it became apparent that their logo and identity, while well established, do not communicate the attributes the organisation seeks to embody.

The solution:

The in-depth strategy sessions and discussions gave clarity and helped us consolidate things like the brand differentiators, the value system, vision, mission, outlining the primary and secondary audiences, and laying down a brand promise.

The new logo needed to communicate: Growth, Love, Education, Support, Innovation Professionalism, Quality & Advocacy which form part of their core value system.

Green was an important colour for them as it is the official colour of child protection in South Africa, which is something the organisation firmly stands for.

Once we had clarity on what Khula is as a brand, we took the heart of Khula’s message and positioned it in the best way possible.

Khula Development Group

Brand Strategy

Brand Identity System

Brand Communication Strategy

Logotype Development

Copywriting

Marketing material

Stationary

Design templates