AAFAYAA, founded by two entrepreneurs of African descent, was looking for a strategy and identity for their clothing line to empower women of the African diaspora to reconnect with their heritage through stylish, high-quality clothing. The challenge was to develop a cohesive brand identity that celebrates traditional African design style while resonating with a modern, global audience.

Solution
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In a hands-on partnership with internal teams, I helped uncover AAFAYAA’s roots and personality to guide a strategy grounded in authenticity.

My approach began with market analysis to position AAFAYAA as a contemporary African fashion brand blending heritage with modernity. I developed a distinct brand voice that honors tradition while resonating globally. A curated mood board and culturally inspired color palette shaped a cohesive design system across packaging and digital assets. The result is a brand that balances modern aesthetics with cultural depth, empowering women of the African diaspora and engaging a global audience.

Results
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They had a successful launch, connecting with and engaging with their intended customer base.