Nasarawa Investment Summit (NIS) is a strategic investment event spearheaded by the Nasarawa State Government in Nigeria and its primary development agency, Nasarawa Investment and Development Agency (NASIDA). Following a successful branding exercise, with NASIDA Project, TM's Design Teem was invited to build a brand identity for the summit, create communication collaterals and launch its maiden event in Nasarawa state.
Our objective was to develop a clear brand message that can be translated into a cohesive visual language to help achieve this goal. Building on the NIS narrative, our approach was a strategy-led exercise that aimed to highlight the unique identity of the state as an extension of its people, culture and resources.
The result of this was a clear and memorable message, “Diamond in the Rough” which unearthed the state’s potentials and inherent opportunities. This message influenced the logo and visual language we created; with a strong wordmark that capitalized on the connection between the people and their resources.
Using strong geometric type and shapes, the wordmark embodies the flow of the people into the resources and the new bonds developed with investors. This is represented in the connection between the “T” and the “I”, where each line of the wordmark represents the people, the resources and the investors being invited in. The result is a simple, type-led logo that serves as a foundation for a bold and appealing visual system.
Using colour, we were able to distinguish the brand, with a bold, youthful and inspiring palette that was both representative of the
energy of the platform and the workforce of the state; an assurance to investors that they can trust the state to provide great returns on their investments.
The visual system provided a cohesive platform to magnify the impact of the brand both locally and globally through communication materials, event collaterals, an interactive summit website, brand videos highlighting the 10 key Industries the state wanted to highlight and designed environments. By creating a continuous and coherent visual and verbal system across media and channels, we were able to push a consistent summit narrative to domestic and foreign investors.
As a result of our efforts, the Nasarawa Investment Summit was successful in attracting over $600 million in investment commitments, making Nasarawa the first Nigerian state to achieve this in its first summit year and solidifying the narrative that Nasarawa state is a dependable place for business and investments.
Our work helped establish the state as a top investment destination and laid a strong foundation for future economic growth and development of the state.
