Connectis Full-scale brand identity + UI/UX design

Goma is one of the most underserved internet markets in Central Africa. Connectis was about to change that — bringing affordable, reliable Wi-Fi to a city that needed it. But their brand didn't reflect the scale of what they were building.

I was brought in as sole Creative Director to take them from a basic identity to a complete brand system — built to carry a full market launch across every touchpoint.

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THE CHALLENGE

Premium enough to compete. Accessible enough to connect. Rooted enough to belong. Three tensions, one direction.

The brand needed to earn trust in a competitive market, connect with everyday users in Goma, and feel genuinely rooted in local culture — all without contradiction.

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THE APPROACH

Strategy came before anything visual. I mapped the competitive landscape, defined the positioning, and found the cultural anchor that would make everything else hold together.

That anchor was the Tshukudu — a locally-made wooden scooter, iconic in Goma. A symbol of resourcefulness, forward momentum, and community. It gave the brand a genuine root in the city it was serving — not as decoration, but as the logic behind every visual decision that followed.

From there, the work unfolded in four layers:

Brand identity — wordmark in primary and lockup variations, color palette, typography system, and a pattern language built from the Tshukudu's geometric forms. Every element designed to scale from a business card to a billboard.

Design system — a full component library for the mobile app and web platform, including UI patterns, icon direction, and usage documentation for the internal team. Built in Figma, handed off developer-ready.

Campaign direction — launch strategy with photographic direction, key messages, and visual templates for outdoor, digital, and social.

Environment and apparel — corporate, sales, and technical team uniforms. On launch day, every Connectis employee in the field was a walking brand expression.

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WHAT WAS DELIVERED

Brand strategy and positioning · Wordmark (primary, secondary, monogram) · Color palette · Typography system · Pattern language · Brand guidelines (Figma + PDF) · Mobile app UI · Desktop web UI · Design system and component library · Campaign strategy · Launch templates (outdoor, digital, social) · Stationery suite · Brochure (front and back) · Wall calendar · Kiosk design · App icon · Apparel — corporate, sales, and technical teams · Social media kit

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THE OUTCOME

Connectis launched with a complete, coherent brand across every surface on day one. No inconsistency. No scrambling. The design system meant the internal team could produce new materials without re-interpreting the brand each time.

In the weeks following launch: measurable user growth, increased brand recognition across Goma, and full adoption of the new identity across all company touchpoints.

The brand finally reflected the ambition of what they were building.

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Role: Sole Creative Director — strategy to final delivery Client: Connectis Smart Wi-Fi · Goma, DRC Year: 2024 · Duration: 3+ months