This project features a collection of marketing designs I did at Afriex in my role as the brand and marketing designer. Afriex is a company empowering Africans globally by simplifying cross-border financial services. The project focuses on three main areas: my contribution to Afriex's participation in the 2023 Afrofuture event, the creation of engaging social media content, and the design of high-performing digital ads for customer acquisition and brand recognition.
For each section of this project, I worked closely with my marketing team to ensure that the work done supported our messaging while communicating it simply and elegantly, in line with the company's marketing and brand objectives. From concept brainstorming to final execution, my goal was to create visually engaging visuals that highlighted Afriex's value proposition and offerings.
Design Approach
My design approach for Afriex centres on three core principles:
Strategic Alignment: Each design is created with a clear understanding of Afriex's business objectives and marketing goals. This guarantees that the visuals not only look amazing but also contribute to achieving quantifiable results (KPIs) set for each campaign or project.
Audience Engagement: Understanding the target audience is crucial. My designs are created to engage the diverse audience that Afriex serves, taking into account cultural nuances to ensure maximum impact and relevance. I use photography and other design elements to create a personal connection with the audience, making them feel that the message is directed at them.
Creativity: I combine this understanding of brand goals and target audiences with creativity to translate the brief into visually captivating visuals that grab attention and effectively convey the brand's message.
Impact
Afrofuture
The materials designed for the Afrofuture event, including animated billboards and merchandise, contributed to the success of Afriex's partnership with the event. This collaboration increased brand awareness and introduced Afriex to a wider audience. A lot of attendees were interested in and won our merch. We also achieved significant user sign-ups.
Our social media posts during this period were among Afriex’s best-performing content, resulting in over 20,000 impressions, 18,000+ video plays, and more than 4 hours of watch time on Instagram alone, with an additional 10,000 impressions on X. This demonstrates the effectiveness of the designs in capturing audience attention and promoting Afriex at the event.
Social Media
Social media designs have been instrumental in engaging existing customers, attracting new ones, and building a positive brand image and loyalty. The page has experienced significant growth in the number of followers over the past two years. However, there is an opportunity to enhance overall brand engagement, highlighting a key area for future improvement where targeted strategies can increase interaction and engagement with our audience.
Ads
The targeted ads on Google and Facebook have played a crucial role in Afriex's digital marketing strategy, contributing to an over 100% increase in customer sign-ups over the past two years. These ads have also boosted brand awareness, establishing Afriex as a leading remittance service provider, particularly in the US and Nigeria.
