In 2004, Alder developed a cohesive image programme for Nigeria to promote the country's national brand assets and address the brand eroders. The program was adopted by the Federal Ministry of Information & National Orientation and later adopted by the Federal Executive Council of Nigeria.

In developing the overall framework for the project, we conducted a Brand Asset Audit of Nigeria, evaluating the strengths & weaknesses of those assets. (This was done to identify strong and credible Nigerian brand assets to be marketed). We also executed extensive research to identify Nigeria's brand eroders.

Based on the results of the Audit and research, a detailed policy blueprint & implementation plan was developed which incorporated domestic and international dimensions of the Nigeria brand.

The implementation plan was presented to various stakeholders using customised multimedia presentations and CDs.

A logo (and other brand elements) was designed for the Heart of Africa Project and marketing materials (including print adverts, billboards, marketing brochures and other publications). A website was also developed for the Project.

The programme is currently being implemented under the auspices of The Federal Ministry of Information & National Orientation. Alder is the project consultant. The programme has been launched domestically and will be introduced in a number of major cities around the world.

Gallery
Click here to view some of the designs developed by Alder for the Heart of Africa Project.