Small changes can make a huge difference
Lagos Leather Fair (LLF) is Africa’s biggest leather exhibition. The event brings leather designers across Africa together to create awareness of the leather industry, to discuss sustainable solutions, and to network, showcase and sell their finest works.
In 2020, LLF was on a mission to grow and establish its brand. We helped by refreshing their visual identity, establishing a new standard for their brand, branding their 2020 event LLF Digital and eventually, training their in-house creative team.
We started by refreshing the Lagos Leather Fair logo. The previous logo was made using ‘Trajan Pro’, a free, popular, easily downloadable typeface. Without any modifications, this was disturbing as we knew it could easily be recreated in seconds.
We fixed that by reconstructing each letter of the logo, keeping it recognisable while still making it more unique and ultimately harder to recreate. Adding to this Logo system, we created the LLF Digital Logo (For the 4th edition, which was digital due to the COVID pandemic) and the LLF5 logo (The 5 doubles as an arrow to communicate the theme of the 5th edition – Redefining the Narrative, did you catch that?).
We created a brand guideline document for LLF detailing the proper use of the logos, logo system, colors, typography, and imagery. It also contained the history of the brand, all the previous LLF events and set a standard for the future of the Lagos Leather Fair brand.
Social Media: We created posters, banners, and social media assets to communicate details of the different LLF Masterclasses, Vendors, Schedule, countdown posts, participant brands sponsors, and the 3d virtual spaces for the event.
Training: Understanding the need for longevity, we were privileged to offer Toast Academy scholarships and internship placements in partnership with Femi Handbags to 2 amazing young designers, Semilore Ogunsanya and Mercy Ogedengbe. Barely 6 months later, they made up an impactful part of the branding team for LLF5. To see their work and read more about their experience, click here
