Branding a world-class African city

We helped bring a community together under one brand.





City of Johannesburg

We worked with the Mayor’s office to create a brand strategy and identity for the city that would demonstrate its leader status, unite the entire city, and coordinate all its operations and services.

We conducted a broad-based investigation to determine how the city presented itself and how Johannesburg was perceived around the world. It emerged that a wide, international base of people had a relationship with Johannesburg, affectionately referring to the city as “Joburg.”

After developing a brand strategy informed by this research, we created a modern, progressive, and dynamic wordmark as the foundation of a unique identity. Then, to support and entrench the new brand and ensure consistent application, we developed a wide-ranging set of brand identity guidelines.

Our work united The City of Johannesburg and presented the sensational city to the world.