Mastercard Foundation Africa Growth Fund.
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Challenge
(01)
Mastercard Foundation engaged Haft2 to develop a new visual identity and website to support the launch of the Africa Growth Fund (AGF), a new Fund of Funds investing in gender-lens investment vehicles across Sub-Saharan Africa.
The new identity and website needed to stand out within the investment sector while adhering to Mastercard Foundation’s Brand Architecture and expressing the ambition, purpose, and goals of the Fund.
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Process
(02)
Haft2 led collaborative sessions with the Foundation and consortium partners to gain insights and align on a creative direction.
Building on existing Mastercard Foundation visual elements, Haft2 created a distinctive AGF graphic pattern inspired by African textiles. The pattern incorporated a range of icons representing women, entrepreneurship, and the industries and businesses supported by the Fund.
The design system also introduced a distinctive colour palette, with green as the lead brand colour, complemented by evocative, carefully composed photography that reflected the people, energy, and personality of the Fund.
Using those elements, Haft2 designed and developed the initial website for the Fund’s launch. With limited content available at launch, we created a clear, simple navigation and content structure that allowed users to quickly find and access the information they needed.
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Outcome
(03)
The visual identity was unanimously approved and well received by the Foundation and consortium partners.
The distinctive design system was applied broadly beyond the website, creating a recognizable and flexible visual language for the Fund.
The initial website attracted more than 18,600 visits in its first six months. While the website has evolved since its launch in 2022, the original visual design system remains distinctive and continues to be consistently applied.
The US$200-million fund continues to support African fund managers, help businesses grow, and contribute to the creation of decent jobs and economic opportunities for young people and women.
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