Amara is a West African-focused gold explorer, developer and mining company with assets in Côte d’Ivoire and Sierra Leone.
When the time came for Cluff Gold to rebrand, having already produced about three annual reports and a website for them we were ideally placed, knowing the business inside out, to help them with the re-branding.
We kicked-off the process by asking the West African based team members to give us an insight to West African culture. This provided us with a wealth of information from which we were able to develop a range of visual concepts including naming options.
We explored the west Afrikan “Adinkra” dictionary where we were able to find suitable symbols, one being the “Aya” meaning “fern” from West Africa – a symbol of endurance and resourcefulness. The fern is a hardy plant that can grow in difficult places. An individual who wears this symbol suggests that they have endured many adversities and outlasted much difficulty – this as a concept really suited Amara.