As the Creative Lead at DENDA Works, my first major task was to oversee a comprehensive brand update, focusing on the logo and developing new brand guidelines that more accurately reflected our values and modernized our image.

DENDA Works is an African-owned marketing agency dedicated to showcasing and leveraging African arts and culture within the U.S. market. We bridge the gap between African and American audiences, offering a unique cultural exchange. When I joined, the existing logo lacked distinction and failed to capture our agency's unique personality.

Drawing from our African heritage, I explored the concept of incorporating an animal mascot into the logo. I chose the African elephant, a symbol that resonated deeply with our brand values. The elephant’s strong sense of community, its deep connection to its roots, and its empathetic nature mirrored our own values of community, cultural pride, and client understanding. The large ears became a metaphor for our ability to listen to the needs of our clients intently, while the elephant’s commanding presence inspired us to create bold, attention-grabbing ideas.

I then identified an opportunity to integrate the elephant directly into the wordmark by shaping the letters "E" and "N" to subtly form the elephant's silhouette. This approach added a distinctive and memorable element to the logo, drawing attention without overshadowing the full brand name. I selected a neutral and subtle color scheme to represent our role as part of the African Diaspora, emphasizing our ability to adapt easily to new surroundings. This introduced the idea of a dynamic color palette which allows us to fully adjust our colors to align with the palette of any brand we collaborate with, creating a cohesive and dynamic partnership.

The final design (shown above) embodies these values, with adaptable color schemes for brand collaborations and merch mockups. For context, below is our former logo.