The Thriving Community Foundation, an Illovo Sugar South Africa initiative, was established to unlock prosperity in self-determined communities through collaborative partnerships. From a strategic approach, the brand was positioned to “partner for prosperity”. The brand identity and accompanying visual language supports this intent, by using simple shapes that interconnect to form entire new meanings. By using these shapes, we developed a system that feels uniquely African, without stepping into stereotypical territory. The interconnection also allowed us the breadth and scope to expand the identity, from creating a bespoke typeface, to icon system, and beyond.
