Rebrand
Moxii Africa
- Industry
- Media and information integrity
- Services
- Brand strategy, Naming, Identity and motion, Website
- Year
- 2025
- Location
- South Africa
01 Introduction
Media Monitoring Africa had outgrown its name. Its programmes, campaigns and advocacy had grown far beyond monitoring, while the master brand still said exactly that. With misinformation, manipulation and censorship rising across the continent, it needed one name that could carry all of it. We gave it a new name and an identity built on a drumbeat.
02 The position
One name that carries all of it
What the rebrand had to do.
A watchdog became a continental force for information integrity.
The legacy brand no longer matched the mission, which made it harder to unify programmes and bring partners in. Moxii comes from moxie, courage and tenacity, and the new name had to hold advocacy, campaigns and research together. Misinformation, manipulation and censorship are rising across the continent, so the brand had to read as continental rather than as a monitor of national media.
03 The name
Moxii comes from moxie, which means courage and tenacity.
It suits an organisation that holds power to account and keeps going when that gets hard. The positioning line, Striving for open and trusted information, says what the work is for.
04 The concept
The steady drumbeat of truth across Africa.
In many African cultures, drums carried messages across long distances. A drum also keeps every instrument in time, and its beat is often the first sound of a movement. The mark puts a drum at the centre and sends the beat outward in three rings.
05 Colour
Ten colours combine into twelve approved pairings.
Every programme and campaign can have its own voice without leaving the family. A condensed set of five keeps documents calm.
Navy
Neon Yellow
Amber
Turquoise
Violet
Red
Aqua
Blue
Burgundy
Grey
06 The system
The system is built for complex information and real people.
Barlow handles headings and body copy with a structure built for dense information. Noto Sans Mono is the accent voice for labels, data, dates and quotes, precise like a record of fact. A custom set of about 30 icons is solid and rounded like the mark. Photography shows real people in natural light, framed by the mark's own shapes.
- Barlow
- Primary. Headings and body
- Noto Sans Mono
- Accent. Labels, data, dates and quotes
07 In the world
The beat carries from a tote bag to a building banner.
The rollout covered business cards in every colourway, building banners, tote bags, posters, notebooks, outdoor and digital. A launch film and a jingle carry the beat into sound, and the new moxiiafrica.org tells the rebranding story in full.
08 Impact
Moxii Africa now runs everything under one name.
Programmes and campaigns launch under a single master brand. The system is rich enough to give each one its own colour, and the shared beat ties them together.
What we did
- Brand strategy
- Naming
- Identity
- Motion and jingle direction
- Website
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