DENDA Works
When I joined DENDA Works as Creative Lead, my first major project was rebranding the agency itself. As an African-owned shop committed to amplifying African arts and culture within the U.S. market, we needed a brand identity that lived up to that promise — something bold, intentional, and undeniably us. My role was to lead the visual evolution, starting with the logo and building out a new, values-driven design system.
Client
DENDA Works
Category
Logo Design
The core idea behind the rebrand was rooted in storytelling — specifically, how visual identity could reflect not just what we do but why we do it. I explored the use of animal symbolism tied to African heritage and landed on the African elephant as a guiding metaphor. The elephant represents wisdom, community, and quiet strength — qualities that mirror the heart of our agency and the type of work we strive to create.
The real breakthrough came when I saw the opportunity to weave the elephant’s form directly into our wordmark. I reimagined the letters "E" and "N" in “DENDA” to subtly mirror the shape of the elephant’s head and body. This integration created a logo that was both visually compelling and packed with meaning. I opted for a flexible, neutral color scheme to represent the African Diaspora — people and ideas that move, adapt, and remain proud of their roots. This also opened the door to a dynamic brand system that could flex to fit our clients' needs without compromising our own voice.
The original logo lacked a strong identity. It didn’t visually express our cultural pride, our sense of purpose, or our ability to connect worlds — African and American, traditional and contemporary, community and client. In a space where first impressions matter, we weren’t making the kind of statement we should have been making as a culturally rooted agency with big ideas.
We transformed the brand from passive to purposeful — crafting a new identity that makes a statement without saying a word. The final logo served as more than just a visual refresh; it became a conversation starter, a cultural marker, and a symbol of who we are. Since launch, we’ve seen a 40% increase in brand recognition and a 25% boost in client engagement — but just as importantly, we finally feel like our brand looks like us. Bold. Grounded. Listening. And proud.
