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Founded in 2014, Andela is a global marketplace for remote tech talent that connects companies with vetted, remote engineers in emerging markets. Hundreds of leading companies leverage Andela to scale their engineering teams quickly and cost-effectively. A distributed organization spanning six continents, Andela is backed by investors including Generation Investment Management, Chan Zuckerberg Initiative, Spark Capital, and Google Ventures.

Known for its focus on highly-skilled global engineering talent from over 100 countries, Andela came to Motto to develop a comprehensive new brand strategy and visual identity to reflect the ambitious growth, innovation, and evolving needs of the company. Shortly after the launch, Andela closed a $200 million Series E, valuing the company at $1.5 billion.

Motto began working with Andela in Summer 2021 to guide its leadership team through a significant brand transformation to evolve Andela from a talent matchmaker into a global marketplace.

Our work involved conducting 1:1 stakeholder conversations across the c-suite to understand ambitions and hear various perspectives about industry trends, business objectives, and brand challenges. To gain clarity and alignment at the top, we facilitated a series of three half-day collaborative strategy and positioning workshops for 20 executives and leaders participating from multiple countries. Together we worked through brand and culture exercises to suss out the big brand questions: Who are we? What are we fighting for? What do we do? Why do we exist? Who are we for? How should we show up in the world? Why should anyone care?

We synthesized inputs from global trend research, competitive analysis, and employee surveys, and found four core insights that drove our overarching strategy: 1) Brilliance is evenly distributed but opportunity is not, 2) Companies wanted to develop high-functioning teams to deliver on product goals faster, with higher quality and lower cost, 3) Talent wanted to solve cutting edge digital problems with companies that respect, value, and understand them, and 4) Andela’s people wanted a purpose-built brand that steps into a space of global influence on the future of remote work.

We teased out and crystallized the brand strategy, created a clear and compelling value proposition, defined the voice persona and voice pillars, and crafted key messaging. We wrote a manifesto to express the views, motives, and intentions of the brand. Inspired by the brand’s Idea Worth Rallying Around™—Connecting Brilliance to Opportunity. The manifesto became a tool to infuse the emotional “why” into the brand and introduce the new Andela to internal and external stakeholders in a powerful new way.

The new logo takes flight from the old one to symbolize the spark created when people come together at and through Andela to make a positive impact. And the new typography system and color palette reflect Andela’s human-centered strategy to differentiate against the sea of blue that most tech brands use.

The primary color palette is rooted in growth and sustainability. The green is bold and mature yet brings the warmth that Andela is known for. We drew inspiration from the three voice pillars (Grounded, Encouraging, and Curious) to develop the secondary color palette which offers support and conveys trust while also giving a bit of a nod to the legacy Andela Blue and Gold.

Since humanity is at the core of Andela, new photography treatments highlight the real lives and locations of talent and companies within the global community. The use of motion creatively expresses ideas and possibilities spilling out and over each other, to represent pushing boundaries and the limitless opening of the world.

Before the rebrand, Andela was poised to launch a new platform, but its visual brand was underdeveloped, inconsistent, lacking emotion, and undifferentiated. The company had an unsophisticated presence in marketing materials and messaging, and employees weren’t sure how to talk clearly about the why, who, what, and how. Through the holistic rebrand, we established Andela with a sharply defined brand with expert positioning and a clear voice. The process re-energized and rallied the employee base, and resulted in a fully integrated brand identity system and toolkit that communicates the company’s value to the world.

Scope of Work
Brand Strategy
● 1:1 stakeholder interviews
● Competitive audit
● Strategic workshops
● Corporate purpose, mission, vision definition
● Idea Worth Rallying Around™
● Value proposition
● Positioning statement
● Audience persona development
● Internal brand training for leaders and staff

Verbal Identity
● Voice persona
● Voice pillars
● Brand manifesto
● Messaging strategy
● Signature phrases and hero copy
● Grammar Guidelines
● Inclusive Language Guidelines

Visual Identity
● Brand look & feel
● New logo and identity system
● Color palette specifications
● Typography specifications
● Photography treatment
● Iconography system
● Brand guidelines
● Collateral materials

The Andela Rebrand

Connecting Brilliance with Opportunity

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