Mary Afolabi

Creative Director and Branding
in
Nigeria
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Mary

Passionate about the potential of design to influence people and solve problems, Mary works with brands to create sublime visual interpretations for their defined essence. With a deep understanding and openness to diversities, she has designed for brands across fintech, fashion, entertainment, corporate communication and causes across different cultures for 12 years. Beyond her excellence in crafting visual experiences she enjoys creating systems to ease processes and is a mentor to a number of amazing designers. Depth in colour psychology is her superpower.

Brand Design
Creative Direction
Graphic Design
Illustration

Portfolio

Mary Afolabi
Mary Afolabi
Creative Director and Branding
Hire
Mary
Develop Ondo
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Develop Ondo

Background

Ondo State is blessed with numerous natural and human resources—crude oil, bitumen, kaolin, pyrites, iron ore, the longest shoreline (facing the Atlantic Ocean) in Nigeria. Created in 1976, Ondo has been a choice destination for socio-economic development in the South West.

Problem

To diversify its economy and bring the needed development to the people; all relevant stakeholders must negotiate the way forward. To do this, an overall brand design–from strategy to visuals had to be developed for a campaign.

Solution

I found a jackpot in the name “Develop Ondo''–the first letter in each word– to form a new word “DO”, an action word that was played on for further expressions of the campaign’s identity. The supporting visual identity system gives room for a stretch of dynamics from the simple core of driving engagement.


Mary Afolabi
Mary Afolabi
Creative Director and Branding
Hire
Mary
Mary Afolabi
Mary Afolabi
Creative Director and Branding
Hire
Mary
Titan Trust Bank
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Titan Trust Bank

Background

Titan Trust Bank set out to do the seemingly impossible, to break into Nigeria’s already saturated banking industry and give people, especially the middle-class, outstanding services underlined by trust and inspired by the speed and flexibility that defines how the target customers want their services.


Problem

The target customers had a certain distrust for a new bank, if it’s offerings were not distinct or if the visual appeal was too unconventional. The ease of implementation for a wide range of ephemeral was also to be considered.


Solution

The logo retains the values inherent in the name and goes further to suggest the attitude of speed and innovation. I maximised colour, shapes, angle and composition for ease of reproduction while keeping in mind the research feedback from young people who form a big part of the target customers.


Mary Afolabi
Mary Afolabi
Creative Director and Branding
Hire
Mary
Mary Afolabi
Mary Afolabi
Creative Director and Branding
Hire
Mary
Pennee
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Pennee

Background

The Penne brand is expanding based on learnings to become a full system of support, including but sufficiently beyond asset-based loans for small and micro businesses. 


Problem

Redefine the Pennee brand, from rediscovering its blueprints to redefinition of its visual system.


Solution

WIth a redefinition of the core essence, the four-faced identity was created with dynamic movements and a supporting visual system which affords Pennee a unique opportunity to stand apart within an already saturated fintech space.


Mary Afolabi
Creative Director and Branding
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Mary
Mary Afolabi
Mary Afolabi
Creative Director and Branding
Hire
Mary
Bleyt
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Bleyt

Background

Bleyt, like a great friend that understands money management, believes that technology can help individuals and businesses stay in control of their money and today offers an entire ecosystem of financial services.


Problem

The task was to discover and visually interpret the core essence of Bleyt, created to help individuals and businesses manage money efficiently.


Solution

Co-defining and clarifying the brand essence led to the visual system design which shows an interaction of humans and machines for the good of humans. This theme is explored in the visual elements, from the logo to the other expressions in a straight-to-the-point and slightly quirky manner.


Mary Afolabi
Mary Afolabi
Creative Director and Branding
Hire
Mary

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