Maputo
Background
Maputo is a leading provider of heavy-duty lifting and equipment solutions from the United States. They sought to expand their market presence in Africa, specifically targeting Nigeria and Ghana. Maputo aimed to revamp their brand identity to resonate with the African audience while maintaining global appeal. The existing logo, featuring two caterpillar arms forming an "M," symbolised the company's name and conveyed strength and reliability through a yellow and orange colour palette. However, to build trust and credibility with the new target audience, a refined and cohesive brand identity for social media was essential.
Our Process
Our goal was to refine existing brand elements and introduce new ones to enhance Maputo's social media appeal. We emphasised the caterpillar arms forming the "M" in the logo to reinforce strength and reliability, making it more dynamic for the African audience. The yellow and orange palette was enriched with additional hues to reflect Africa's vibrancy. A custom font balanced professionalism and approachability for clear communication. We also developed social media creatives to effectively showcase Maputo’s products and services.
Outcome
The coherent and compelling brand presence on social media not only appealed to the target audience but also solidified Maputo's reputation as a dependable provider of heavy-duty lifting and equipment solutions globally. The revamped brand identity and the introduction of tailored social media creatives significantly transformed Maputo's presence. The refined logo enhanced with vibrant hues and dynamic design,as well as the colour palette resonated well with the African market. The custom font family and well-crafted social media posts also ensured Maputo’s communications were professional yet approachable.
