The maiden edition of the Ashesi Creative Challenge needed a standout logo and visual identity, which embodied the spirit of the competition and the purpose of the challenge for participating students.
The theme for the competition was 'BE UNLIKE'; a call to action for students to create unconventional solutions to the challenges faced by Ghanaian brands. The deeper call was for students to break free from the cultural chains that hold down their wild and untamed ideas as Ghanaian youth; especially since the older Ghanaian generation tend to write off young people and their creativity.
So I created a logo designed as a single chain-link, and stretched it across the visual identity. The simplicity of the logo meant I could push its usage further, like showing it as an hour glass in announcing an upcoming deadline, and as a magnet to visualize how ideas attract one another during brainstorms.
The entire branding is also cultural. In Ghana, the popular phrase "tear chain" is slang meaning to break loose and go after what you want. This reinforced the idea of chain-like visuals, which communicated to the students to refuse to be barred from creating whatever they imagine.
The Ashesi Creative Challenge was a success, with winning students not only unlocking unlike ideas, but setting the power of their minds free.