Muse Alemseged General Contractor, the now; Yafra Engineering is a young fast-growing company founded in Ethiopia, in 2016. The company is known to deliver a specialized and innovative service on foundation solutions. In doing so, it has built a reputation as being innovative, refined and trustworthy amongst those who have had a chance to experience their service. Until now, most of the business that they get comes from the recommendation of their previous client.

The company approached us facing growth challenges in an effort to scale up its reach and diversify its range of delivery. The challenges ranged from clearly defining and institutionalizing its values, to accurately expressing its differentiating factors and making the connection towards its future diversification plans.

After having done a meticulous analysis on what makes the brand unique and relevant to its target, we have discovered that the brand was much deeper than what it describes itself as, what it does, or what sector it is in. Instead, we have found the brand was identity driven by a noble passion of the owner, and that finds its expression through the companies proficiency– a company built out of a sincere desire to create a space where refined truth is applied so that sustained and meaningful progress can be attainable. In short, it could is a place where the dreams are seen, managed and supported in a deserving manner so that it can leap and come to fruition.

Our creative delivery describes the emotion behind this brand as a Narrative and a Visual. We gave it a local name “YAFRA” which translates into “Let It flourish”– A simple, meaningful, intuitively spelled and catchy two syllable word with a global optimistic tonality. Visually, we designed a customized typeface that shows the sense of stability/ structure found in quality engineering and an organically formed icon that depicts passion and growth.

In doing so, we have been able to deliver a distinct and meaningful brand that is accessible able to resonates with its internal team and its target audience.