The association I am Massai (www.yosoymaasai.com) runs many projects to help disadvantaged and underprivileged people in Africa, especially the Maasai community. «With our aid project, we try to subsidize the recording of demos and get material, so they can work. A way to be busy, focus on what they like, and stay away from the many other problems that affect them. From «Yo soy Maasai» we use music as an educational tool in our projects, through it we try to make children learn and know their rights in a unique, different, and unforgettable way». For this cause, we were commissioned to design an identifying logo for the band called MITI CREW, a Kenyan group with Hip Hop and reggae influences. We not only carried out the conceptualization and development of the identity, but we also designed a graphic system to apply it to different media such as EP covers, posters, and communication elements for videos and RRSS, as well as online music platforms. The logo was created by joining different symbols and visual references of their culture, but with an aesthetic that aims to escape from African graphic and visual clichés, in order to offer them a positioning closer to the contemporary world of Hip Hop music circuit globally. Of course, we have not forgotten their culture and origin, where they come from, and who they represent. The concepts that give meaning to their identity are their roots, their hands as revealing tools, their sunsets as visions of a hopeful tomorrow, and finally the Maasai shield, which we use as a closure, as a framework that allows us to bring everything together in a single identifying element. Contacta →