MAISHA (Swahili word for ‘life’) is a cooperation initiative between the European Union and African Union to strengthen the relationships between the people of both continents through the power of art.

At the core of the engagement was the comprehensive website development, supported by strategic social media design and content creation to amplify the performance’s visibility and impact.

CASE STUDY: MAISHA Dance – Branding an Afro-European Art Experiment

Challenge

The client initially sought a web developer to create a site for MAISHA Dance, the second event in the MAISHA cultural series. But it quickly became clear: there was no cohesive brand identity. The previous event, MAISHA Music, had left behind little more than a few photos and videos. We identified the real starting point—not web development, but brand development. After a strategic discussion with GFA Consulting Group, we were engaged to craft the entire visual identity for the MAISHA initiative.

Approach

We developed a bold, unifying visual concept around the subtitle “An Afro-European Art Experiment” and the tagline “The power of art to unite.” From that foundation, we created a full brand system that translated seamlessly across digital and physical formats.

Working remotely from Nairobi while coordinating last-minute production in Addis Ababa, we handled everything from logo design and posters to wristbands, t-shirts, event signage, and a ticket-ready website. We even produced promotional videos in English and Amharic—turning complex logistics into a vibrant, unified campaign.

Key Features Delivered

• Complete brand concept and identity
• Logo, tagline, and subtitle strategy
• Website with ticket reservation
• Social media content and promo videos (EN & Amharic)
• Event merchandise, signage, and venue branding
• Remote coordination with on-site print and media teams

Results

Despite immense time pressure and fragmented communication across the EU and AU institutions, the event came to life—visually and emotionally. The success of MAISHA Dance reignited interest in cultural programming, with stakeholders across both unions expressing appetite for more such collaborations.

Reflections

The multi-tasking in an international setting made me feel alive. Watching the dancers unfold a full performance in just three weeks—while bringing a brand to life across borders—was one of the most inspiring projects I’ve worked on.