AfCFTA × EU-TAF · Global Gateway · 2025

Continental trade policy, made legible inside the room and beyond it.

Branding, print, venue dressing, content capture and production — all to EU visibility standards.

Bilingual programme backdrop, AfCFTA Partners Round Table 2025 — Team Europe and AfCFTA marks

The brief

One shot at being legible to two audiences at once.

Trade-policy work usually lives in the visual vocabulary of multilateral institutions — heavy on official imagery, dense on text, written for negotiators rather than read by anyone else. This work had one shot at being legible to two audiences at once: the partners in the room and the public outside it.

The Round Table convened the AfCFTA Secretariat with the partners supporting continental market implementation — EU-TAF under the Global Gateway, member-state representatives and private-sector partners — under the theme "Creating One African Market", in the policy window before the January 2026 Category B tariff phase-down.

Our move

We rejected the conventional trade-policy aesthetic — and met EU visibility standards at the same time.

The working rule: if a partner could read it and a journalist couldn't, it wasn't finished. Event identity was built around "Creating One African Market" as a working line, not a slogan; programme, partner briefs and session packs were designed as one body of work; the venue was staged as a working environment for partner alignment; and photography, film and social outputs were designed to render outcomes legible beyond the room. All materials met EU visibility requirements — correct flag usage, #TeamEurope lock-ups, and consistent application across brochures, notebooks, pens and venue systems.

Days of partner alignment

Delivery layers, one test

100%

EU visibility compliance

The work

Head table and working environment, AfCFTA Partners Round Table 2025

The venue staged as a working environment for partner alignment — technically credible in the room, legible outside it.

Roll-up banners in the Round Table identity — Programme identity carried across signage and environment as one system.

Delegate lanyards and materials — Delegate materials applied to standard — Team Europe marks on every touchpoint.

EU-TAF branded material set — brochures, notebooks, pens

Full Team Europe compliance

Brochures, notebooks, pens and venue systems carried correct flag usage and #TeamEurope lock-ups — demonstrating both sides of the requirement at once: full compliance, and communication that worked as public record rather than obligation.

The result

Programmes funded under EU instruments carry strict visibility obligations. This engagement demonstrated both sides at once — full compliance with Team Europe standards, and communication that worked as public record rather than obligation.