The high-stakes challenge
How do you position African talent not just as available, but as an elite, global frontier in AI and Data excellence, while going head-to-head with outsourcing giants around the world? This was the business challenge JADA, an organization backed and co-founded by one of Nigeria’s leading tech investors, Olumide Soyombo and Massimiliano Spalazzi, ex-Jumia CEO, brought to us.
The objective was clear: build a brand that communicates precision over volume, excellence over availability, and respect over sympathy. To establish JADA in the market, we developed a brand language that takes inspiration from military vocabulary to signal the ‘fully equipped’ promise. We executed this subtly, however, to avoid an aggressive tone while staying memorable.
A robust pipeline
The design strategy anchors on the concept of a robust talent pipeline, expressed through thick, custom-designed letterforms. The deliberate roundness of these forms embodies talent that's fully realized, polished and deployment-ready.
With a name like JADA, concise, impactful, and constructed of two mirroring syllables, we recognized a natural opportunity to leverage its inherent visual presence. This insight shaped an identity system that extends itself into patterns, graphic devices, and layout principles.
A pan-African look and feel
The JADA colour primarily features an active orange to evoke a sense of youthfulness while carrying a strong African identity, especially in how it by default sits on black. The green offers brief relief in a pairing that, though rarely designed to sit side by side, strikes the eye as jarring—yet unforgettable.
JADA believes that ‘japa' (local term for African tech talent relocating to serve global companies) does not have to be geographical. People can serve global companies from their corners of the continent. And this informed the Pan-African look and feel that extends to a set of patterns that draw inspiration from real-life pipeline systems but also from African textile and motifs.
The JADA Squad: A badge of earned respect
What JADA is creating is more than just a talent network. It’s ‘a delta force’ — a powerful community that connects and nurtures young professionals with high standards as a mutual trait. And the vision is that when you see the JADA logo on the hoodie of a tech bro at the airport or the tote of a tech sis at the cafe, it feels, to a small extent, like meeting a US marine. You just know they must be exceptional.
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