TOLU

About the client

Brand identity and website design for a Tanzanian microfinance startup

TOLU is a microfinance startup that helps small and medium-sized businesses and individuals in Tanzania.  

Polybox Studio delivered the complete brand identity and website in two weeks — logo, visual identity system, marketing collateral, and website design.

Timeline:
2 weeks
Services:
Branding
Web Design

Problem Statement

TOLU needed to find its own voice and stand out from the crowd in order to enter the East African market with confidence.

They knew they had to communicate their core values through their branding, like how fast they were, how accessible they were, and how they took a personal approach to each customer to helped them better.

Our role

We needed to find a visual style for TOLU that would reflect its core values and integrate with the unique cultural environment of East Africa. We considered not only the best practices for creating a corporate identity on a global scale, but also the importance of making the brand appealing to local audiences.

We immersed ourselves in Tanzanian culture, exploring local visual concepts that shared common themes such as a focus on community, African pride, and the unique visual code of East Africa. This allowed us to create a style that was both authentic and relevant to the region.

— Polybox marketing research

Tolu Microfinance stationery design — a notebook and a pen with geometric patterns

Design Rationale

We wanted to show that TOLU stands for personal approach, helping in difficult times, and supporting others. So, we came up with the idea of using a human profile as a visual symbol. When two profiles are facing each other, it means "we're being honest with you". And when they're facing the same way, it means “we share the same goals”.

— Elizaveta Vakhrameeva

Brand designer

Color palette

The color palette creates a sense of innovation, thanks to the bright turquoise and indigo, while also looking friendly and accessible, thanks to pale pink and bright yellow. We chose a high contrast between bright and neutral colors, combining cool and warm tones, with the inclusion of neutral colors such as gray and white, to achieve balance.

Tolu Microfinance social media templates — branded Instagram post designs

Tolu Microfinance customer journey — from unbanked to small enterprise

Geometrical elements

Tolu Microfinance branded merchandise — polo shirts with geometric patterns

We used a variety of geometric elements in both the logo and the design of the carriers, such as website and advertising. The shapes are not random — they are a subtle reference to East African visual motifs, such as the pattern on kitenge fabric.

Diving into the Typography details

For the TOLU logo, we chose the Acme font for its unique, memorable rhythm. The font's characteristics create a bright, expressive look while conveying friendliness through its rounded forms. Simultaneously, Acme's balanced, clean design projects professionalism, making it ideal for the brand identity.