Edi-Jen Group Nigeria Limited is a multi-industry company providing quality products and services across Nigeria. Despite its strong presence, its brand identity and digital presence lacked the impact needed to position it as an industry leader.
In 2020, I conducted a brand identity and website redesign case study for Edi-Jen Group with the intention of reaching out to propose a comprehensive brand refresh. My research and analysis aimed to identify gaps in their brand presentation and offer strategic solutions that would enhance their visibility, reputation, and business growth.
Challenges identified
Through an in-depth study of the company’s branding and online presence, I pinpointed the following areas for improvement:
- Brand Identity Issues:
- The logo was unmemorable, overly complex, and lacked impact.
- Scalability was a concern, making it difficult to recognize at smaller sizes or from a distance.
- The logo’s intricate details made it hard to reproduce effectively across different media.
- Brand Consistency & Visual Presentation:
- There was inconsistency in branding elements, leading to a fragmented and unprofessional corporate image.
- The company's marketing materials lacked a cohesive visual identity that could enhance brand recall.
- Website & Digital Presence:
- The website appeared unprofessional, with redundant and broken links.
- Service and product information was either missing or not well-presented, limiting customer engagement.
- The use of stock images failed to convey an authentic representation of the brand.
- The website lacked features that could enhance business operations and customer interaction.
Proposed Solutions
To address these challenges, I developed a strategic proposal that included:
Brand Strategy & Consultation
- A modern, scalable, and recognizable logo that maintains clarity and impact across all applications.
- A design exploration process to refine visual identity elements such as typography, color schemes, and iconography.
- High-Fidelity Website Wireframe & Digital Strategy
- A structured wireframe showcasing a professional, user-friendly website optimized for accessibility.
- Clear navigation and content layout to highlight services and enhance user engagement.
- Authentic imagery and messaging to align with the company’s mission and values.
- Enhanced Brand Positioning
- A cohesive identity system to increase recognition and customer loyalty.
- A corporate image aligned with industry standards, reinforcing credibility and professionalism.
Intended Impact
The proposed brand refresh aimed to:
- Strengthen brand recognition and corporate credibility.
- Improve customer perception and engagement.
- Enhance investor confidence through a professional digital presence.
- Align Edi-Jen Group with industry leaders in the Nigerian petroleum and energy sector.
