Industry
Government
What We did
Brand Narrative, Visual & Verbal Brand Identity, Website
The Blank slate
In the dynamic landscape of public service, the ability to adapt and evolve is crucial for maintaining relevance and impact.
The Boxless team had a unique opportunity to partner with The Small and Medium Enterprises Development Agency (SMEDAN) to guide a pivotal rebranding and repositioning effort.
This initiative aimed to modernize the agency’s identity, align its image with its evolving mission, and enhance engagement across various stakeholder levels.
Getting into it
By understanding the 20-year-old agency’s rich history and track record of impact, we knew we had to take a step back before forging ahead. We asked crucial questions to the public servants who had worked hard to fulfill the agency’s mandate, gaining insight into their wins, struggles, and opportunities.
Our task was unlike anything we had done before—we had to rebrand and reposition an agency that is by the government, but for the people’s progress. We quickly realized we couldn’t just design a beautiful brand; we had to work with everyone to create a renewed sense of purpose among stakeholders: government parastatals, private organizations, the agency staff, and the public.
Brand Strategy
Small and Medium Enterprises (SMEs) contribute to about half of Nigeria’s GDP—a significant portion. It quickly became clear to us that they are the true movers and shakers of the economy. We needed to drive a critical narrative to the public, helping them understand that “when entrepreneurs prosper, Nigeria prospers.”
Understanding the agency’s importance to national progress and prosperity, we developed their North Star: “Here For Prosperity.”
The Brand Identity
For a brand that had existed for over 20 years, letting go proved quite challenging for the public servants. Every line, stroke, interaction, and color held deep, literal meaning for them.
We faced the task of creating something that both honored the familiar and set a new tone for the future.
Brand Expressions
The identity was refreshing, referred to by many as the best represented Government brand in the country. Gave us the range to appeal to a wide audience.
Redesigning and rebuilding the website
Given the agency’s crucial role in economic and societal progress, reimagining its channels was essential to reach and enrich more entrepreneurs.
We simplified and consolidated the agency’s offerings, presenting them in a user-centered way. This approach makes it easy for potential beneficiaries to find value. The result is arguably the best government agency website in the country.
Launching the brand to the public
The Result
We’ve been fortunate to create a brand that connects with the hearts and minds of its audience, redefining what it means to be a government agency. This revitalized brand has attracted nearly 500,000 applications for its programs and interventions.
