Problem: The African Association of Accountants General (AAAG) struggled to effectively communicate its value proposition to diverse stakeholders, risking low awareness and membership.
Opportunity: AAAG engaged MrBlack to leverage design thinking and create a human-centered integrated marketing and communication strategy. Through situational analysis, MrBlack gained insights into AAAG’s challenges and opportunities, enabling targeted communication plans. Design thinking also provided an opportunity to establish a strong brand identity.
Outcome: The resulting strategy, including a brand identity inspired by Africa’s mountain ranges and compelling vision and mission statements, has helped AAAG increase awareness, attract members, and establish itself as a thought leader in promoting transparency and accountability. The powerful brand identity embodies AAAG’s dedication to supporting good governance in Africa’s public sector.
