Aza (former BitPesa) is an established provider of currency trading solutions which accelerate global access to frontier markets through an innovative digital infrastructure.

Wunderdogs reworked the brand positioning for Aza, and conducted the re-branding process along with creating a new name for the company and developing a sub-branding system for its new structure. The brand strategy aligned the company’s proposition to its diverse target audiences, focusing on the uniting driving force of growth. Growth manifested itself on all levels of the positioning platform, reflecting different key propositions. Notably, we underlined the company’s unique cross-currency model as a proof-point for innovation, and showcased its exceptional customer service as the cornerstone of communicating support to clients.

The brand architecture focused on endorsement from the mother brand, segmenting the proposition across three product lines. The endorsement demonstrated the brand values and underlined the ecosystem aspect of the Aza project. Within this endorsed ecosystem, each product exists as a linked, yet independent node. While each node can operate independently, the interlinked system creates synergy. This concept of synergy informed the brand’s visual identity system.

For both primary and secondary font, Aza’s identity uses Nexa.

Aza’s identity is based on the four color palette: Aza Blue (#0047ff), Aza Mint (#z007875), Aza Navy (#001754) and Aza Coral (#f78054). There is no strict color hierarchy. All the colors are used equally and can be combined in either a contrasty way or in a less active way if used with imagery.

The mother brand logo is based on a 9-square grid and includes all 4 colors from the color palette and the Nexa Black logotype. The sub-branding is based on the geometric sections from the mother brand logo.

All Aza’s printed and digital materials are based on square grids with the number of columns and rows depending on the media’s restrictions.

Since Aza’s color palette is rich enough as it is, all the imagery should be selected thoroughly and adjusted to Aza’s colors.

While developing a new name for BitPesa, we activated our research partners on the ground in Lagos, Nigeria. We have crafted a simple, strong, and unique name that is associated with positive and relevant meaning across multiple languages of the African continent. In Arabic, Aza is a female name that means “strong”. In Yoruba, Aza means “the answer” and in Swahili, “to come, to arrive.”