Africa Prudential, a long-standing registrar business with over four decades of dominance in Nigeria's capital market, had made a strategic pivot. In recent years, the organization had evolved into a digital solutions provider—developing custom applications and business services for public and private sector clients.

Despite this significant shift, public perception remained anchored in their registrar legacy. The market continued to view Africa Prudential as traditional and outdated, unaware of its transformation into a forward-thinking tech solutions company. The challenge was to reshape the brand narrative and build a new visual identity that reflected its new positioning: a catalyst for growth through innovation.

Drawing inspiration from brands that have successfully repositioned—such as WEMA Bank's creation of ALAT to break away from its aging perception—we proposed a bold visual reintroduction of Africa Prudential. The idea was to retain legacy while boldly signaling evolution.

We developed a new brand identity rooted in simplicity and symbolism. Using the initials "A" and "P", we crafted a fresh, modern icon that feels agile, digital-first, and professional. The icon represents a fusion of structure and innovation—showcasing the company’s new role as a driver of business transformation across industries.

To strengthen the rebrand, we established a brand theme:
“Leading Through Innovation.”
This encapsulates Africa Prudential’s values—Innovation, Collaboration, Creativity, Excellence, and Integrity—and speaks directly to the target audience: business leaders, decision-makers, and executives across industries.

• Brand Identity Design: A modern icon built from the initials "A" and "P", representing Africa Prudential’s legacy and transformation

• Brand Communication Materials:

  • Newspaper & Magazine Ads: Clean, corporate messaging aimed at CEOs, MDs, COOs

  • Social Media Visuals: Snappy, bold graphics communicating innovation and impact

  • Billboard Concepts: Hero visuals featuring business leaders and transformation messaging

• Brand Rationale Slides: Detailing logo meaning, visual language, tone of voice, and usage

• Messaging Pillars: Innovation-led growth, trusted support services, and sector-wide solutions

• Color Palette & Typography: Fresh and bold choices to reflect agility, confidence, and trust