case studies.


Building a brand for a continental institution.

The Forum for Agricultural Research in Africa (FARA) is the apex institution for agricultural research for development in Africa. It oversees sub-regional organisations (SROs) and derives its mandate from the African Union Commission.

The Challenge.

FARA needed an institutional brand to help communicate its relevance in Africa as well as key initiatives like the Science Agenda for Agriculture in Africa (S3A) & Integrated Agricultural Research for Development (IAR4D)]

FARA also required brand related support for its 15th anniversary celebrations.

The Solution.


Research & Intelligence Gathering


Brand Strategy


Communication Strategy


Visual Identity


Marketing Communication


Web Design


Social Media



Research & Intelligence Gathering.

Alder conducted a brand audit to identify the key brand challenges and designed a comprehensive programme to counter these issues.

Brand Strategy.

Alder facilitated a strategy session in South Africa for the Board & Management of FARA. FARA’s brand strategy was defined. Its brand was positioned along three lines: quality, recognition and impact. The organisation’s brand values, personality, promises and potential eroders were defined alongside the vision and mission. A policy document and an implementation plan were developed.

Communication Strategy.

The communication strategy outlined audiences, solutions and programmes across (traditional & digital) media. A brand narrative was scripted to guide all communications and a detailed implementation plan (and budget) was produced.

Visual Identity.

A new logo was designed to capture FARA’s outlook.

Old logo

Old logo

New logo

New logo

New corporate function materials and a detailed visual identity manual were developed.

Marketing Communication.

An informational brochure, print advert and video were developed to communicate FARA’s achievements and milestones.

Web Design.

FARA’s website was completely rescripted and redesigned in English and French.

Watch the website introduction video below.

Old website

Old website

New Website

New Website

Social Media.

Alder developed FARA’s social media platforms (Facebook & Twitter) and managed the accounts, rebranding pages and developing & publishing content in English and French.

Essay competition

A student agriculture essay competition was designed. Students of agriculture programmes in African tertiary institutions were given a chance to win $1,000 and a trip to South Africa by writing a 500-word essay. Essays were submitted by over 200 students from 41 institutions across Africa.