Africa Initiative for Governance

Africa Initiative for Governance

brand and digital case study

Transforming Africa’s public sector performance

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Transforming Africa’s public sector performance


Africa Initiative for Governance (AIG) is a pioneering organisation founded by Aigboje Aig-Imoukhuede – a Nigerian lawyer, banker, investor and philanthropist – who strongly believes that Africa’s poor record of public sector governance is a factor that currently prevents the continent from achieving its true potential. The Africa Initiative for Governance will fund scholarships for exceptional West African students and fellowships for candidates who can prove an outstanding contribution to public policy. 

Nucleus was appointed in late 2015 to help articulate the brand narrative and design a distinctive new brand and website for this pioneering initiative, which brings together proven private sector innovation, leadership and funding in a private-public partnership to attract, inspire and support future leaders of Africa’s public sector. 


Nucleus first worked with the Chairman to define and agree a clear and compelling brand promise for AIG, which resulted in the proposition, ‘Inspiring public sector transformation.’

We then created the brand narrative and brought the brand promise to life with a visual identity that comprises an AIG symbol, with the acronym placed within a circular kinetic device to suggest continuous renewal. A subdued and sophisticated colour palette enspirits the clean typography with accents of the African landscape, while the symbol is locked up with the name to create a highly distinctive and sophisticated brand mark. Duotone photography – featuring close-up portraits of students – adds a strong human dimension and imbues the brand with its mission to help outstanding individuals transform Africa’s public sector governance, facilitate sustainable economic growth and ensure social justice.

The responsively designed website then brought the brand to life online.


The brand was launched in June 2016 with the announcement of new scholarships for exceptional West African students to Oxford’s Blavatnik School of Government, with Aigboje Aig-Imoukhuede seeing this groundbreaking partnership as “creating a fertile ground for growing future statesmen and women who will change my continent for good.”