CFG Africa is a dynamic financial services firm that provides tailored investment solutions, strategic financial advisory, and wealth management services across Africa.

Challenge

In 2023, Concreed Capital and Maynard faced a pivotal moment: the need to merge into a single, dynamic financial services firm equipped with multiple licenses to enhance market positioning and client impact. While the merger presented significant growth opportunities, it also revealed a critical challenge—creating a bold, cohesive brand identity that could encapsulate both entities’ legacy, expertise, and aspirations.

As Concreed Capital’s existing identity and Maynard’s financial advisory reputation converged, the newly formed CFG Africa lacked a unified brand presence to announce its evolution to the world. The challenge was clear: develop a compelling brand identity that not only communicated CFG Africa’s vision and capabilities but also established its authority in a competitive financial landscape. This transformation required strategic creativity, a deep understanding of the financial sector, and the ability to weave together two distinct stories into one powerful narrative.

Strategy

To tackle the rebranding challenge, OP Africa focused on creating a unified and compelling brand identity that reflected CFG Africa’s evolution into a dynamic financial services firm. This was achieved through a purpose-driven strategy rooted in clarity, cohesion, and boldness.

1. Insight-Driven Brand Foundation: We began by deeply understanding the legacy and aspirations of both Concreed Capital and Maynard. This informed the creation of a brand story that merged their strengths and positioned CFG Africa as a unified powerhouse in the financial sector.
2. Distinct Visual Identity: A new logo, colour palette, and visual design system were crafted to symbolize growth, trust, and innovation. The visual elements were designed to resonate with diverse stakeholders, ensuring CFG Africa stood out in a competitive market.
3. Strategic Brand Messaging: We developed clear, consistent messaging that communicated CFG Africa’s vision, values, and services. The tone was aspirational yet grounded, reflecting their ambition to drive financial transformation across Africa.
4. Digital-First Rollout: The rebranding was activated through CFG Africa’s digital channels, ensuring the new identity was visible, engaging, and impactful. This included redesigning their website and establishing a cohesive presence on social media to connect with clients and partners effectively.