Afrovibes Africa

Rebranding a dynamic cultural platform for african creativity

2025-2026

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Brand Identity, Graphic Design

Studio: Metacraft Design

Afrovibes Africa was refining its positioning as a premier curator of community-powered, intimate African experiences. For years, they have been a platform for immersive, high-energy expression, celebrating African creativity across music, food, dance, storytelling, and fashion. As part of the MetaCraft team, I contributed to the development and execution of the refreshed Afrovibes Africa visual identity. My role covered design of a logo system for Afrovibes Africa and its eight sub-brands, development of colour system & graphic elements, as well as key visual design for subsequent event marketing.

The logo

I led the redesign of the Afrovibes Africa logo as part of MetaCraft’s wider rebrand process. The main ideas behind the logo were rhythm, community, and the propagation of energy (sound). This led to several explorations that featured repetition, waves, interconnected lines, and a strong focus on custom typography.

The final logo distilled all of this into a mark that was iconic as much as typographic (the name of the brand needed to be kept front and centre). Compared to the previous logo, it was more dynamic, and had encoded the rhythm and energy of African art and entertainment.

Sub-brand architecture

Following the master logo design, designs were developed for the eight sub-brands of Afrovibes Africa (Community Fest was a slightly separate project).

The logos for Afrovibes Live and Afrovibes Fest simply replaced "Africa"; then the typography style was extended to create custom wordmarks for Àló, Abula Festival, GIG House, Indie Night Live, and Sing Along Tour. The result was a group of brand logos that could be identified as one family.

The visual system

The typeface P22 Arts and Crafts had been used previously by the MetaCraft team for creating event visuals for Afrovibes Africa, and having a unique mixture of boldness and personality, it was a good fit as far as evolving the brand. As a second typeface, the team decided on Sequel 100 Black—its range of weights made it a great, easily-readable typeface to complement P22.

The new colour system enabled the brand produce a wide range of moods and emotions, featuring hues from the primary logo, and expanding the palette into a spectrum of warm and cool colours.

Considering the logo does not contain a symbolic element, I created an emblem inspired by forms from the Afrovibes logo (the A and V shapes, as well as the dot and dash pattern surrounding the logo). Pushing the visual identity even further, I developed a pair of vector brush-stroke elements that denote the personal, human focus of the brand. The interplay of all these elements created a foundation on which to build layouts and designs for future event communications.

Afrovibes Africa emblem shown in dark ink on a yellow textured background and in cream on a dark textured background

Afrovibes Africa brush elements in cream on a textured blue & green backgrounds.

Event campaign visuals

I led the design execution of key visuals for the following event rollouts within MetaCraft’s creative direction, incorporating input from the studio team.

Cavy People (with The Cavemen) - 2025
Àló: A Folk Music Experience - 2025 (direction inspired strongly by work done by MetaCraft for a previous edition of the event)
Afrovibes Africa x Jameson Distillery on Tour - 2025
Black Culture Rave - 2025

Although each of these events had a different art direction, the typography, colour and the texture language helped the team ensure new promotional material was grounded in the visual identity.