Africa Collect Textiles
Stitching together an identity for Africa’s circular fashion pioneer
CLIENT Africa Collect Textiles (ACT)
Services
Brand Strategy Workshop
Visual Brand Identity & Logo Redesign
Website Design & Development (WordPress/WooCommerce)
UX/UI Design
About
Africa Collect Textiles (ACT) is driving the continent’s transition toward a circular fashion economy. By collecting, reusing, and recycling used textiles and footwear, they turn waste into value, creating meaningful green jobs and protecting the environment.
ACT operates with a vision where Africa leads the world in textile recycling. From local collection points in Nairobi to expanding operations in Kampala and Kigali, they are confident with a voice of purpose. They are building a future where discarded fabrics become new opportunities for communities across the value chain.
THE CHALLENGE
With the ACT Foundation alongside the commercial ACT Limited, the organization had outgrown its communication foundation.
The primary challenge was duality. How do you build a single, cohesive brand that speaks to two distinct audiences with different needs?
The brand needed to be credible for international donors, while simultaneously vibrant and attractive to customers buying upcycled products. Their existing visual identity felt scattered, and the website was technically outdated, failing to reflect their personality or their ambitious path forward.
The Approach
We approached this project as a weaving process: taking the separate threads of ACT’s mission and interlacing them into a strong, unified fabric.
Phase 1: Brand Refresh & Strategy
We initiated the process with a deep-dive Exploration Strategy Workshop. We dissected the relationship between the Foundation and the Limited company to ensure they could function separately but feel connected. From this, we crafted a “Living Brandbook.” This wasn’t just a set of rules; it was a practical toolkit for growth. It includes the mission, vision, and core values, clear guidelines for logo usage, colour palettes, and typography to ensure consistency.
Phase 2: Digital Transformation
We designed and built a future-proof website using WordPress and Elementor Pro. The site required an architecture to serve its dual purpose:
For the Foundation: We built data-rich pages using JetEngine to showcase bin locations for partners and donors.
For the Limited Company: We integrated a fully functional WooCommerce webshop with product filters, allowing customers to purchase upcycled goods directly.
The RESULT
We delivered a scalable brand foundation that prepares ACT for their pan-African expansion.
- Refreshed Visual Identity: A professional, versatile brand system.
- The Lookbook: A hands-on guide ensuring brand consistency across all touchpoints.
- A New Website: A fast, mobile-responsive platform that integrates a donor-focused corporate site with a consumer-facing webshop.
A collective effort: who was on this project?
Edwin Mwai: logo and brand asset design
Edwin created different logo directions based on two different archetypes we considered to base the branding on. Eventually, we chose a direction fitting the audience most, designing the logo in a professional way.
Flavia: web-specialist
Led the JetEngine development, including meta fields, relationships, and dynamic queries. She enabled advanced filtering, loop grids, and conditional logic, ensuring that complex content behaves intuitively across the site.
Marit Luijckx: project management
Acted as the client-side project manager, supplying content, aligning internal stakeholders, and translating feedback into clear direction for the design and development team.
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We see every challenge like a collaboration. Your story. Our strategy.
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