African Logistics Properties – Brand Identity
Client
African Logistics Properties (ALP)
Our Role
Branding
Location
Nairobi, Nairobi
Air Design was appointed to develop ALP's new brand identity a project that went far beyond creating a new visual system. The brief was to articulate ALP's ambition clearly and build a brand capable of supporting its next phase of growth across the region.
Africa Logistics Properties (ALP) is East Africa’s leading grade-A industrial and logistics real estate platform developing, acquiring and managing modern warehousing and distribution facilities across Kenya and the wider region. Backed by global institutional investors including the World Bank and Commonwealth Development Corporation, ALP has built the largest quality warehousing and logistics park business in Sub-Saharan Africa since its founding in 2016.
The Brief
ALP had already built an impressive business and a strong portfolio. The brand needed to catch up with the reality of what the business had become — and where it was going. The challenge was to create a clearer, more confident expression of ALP’s ambition: a brand that feels aligned to the maturity, credibility and long-term vision of a platform operating at institutional scale in one of the world’s most dynamic logistics markets.
“ALP had already built an impressive business and portfolio. Our role was to help create a clearer and more confident expression of that ambition, with a brand that feels aligned to the maturity, credibility and long-term vision of the business.” David Kemp, Director at Air Design.
About Africa Logistics Properties
ALP currently operates two flagship industrial parks in Nairobi: ALP North, a 50,000 square metre facility in Tatu City and the first logistics park in Africa to achieve World Bank EDGE building sustainability certification, and ALP West, a 100,000 square metre complex in Tilisi currently under construction that will become the largest logistics and distribution facility in East Africa on completion.
ALP has recently received regulatory approval to list East Africa’s first US dollar-denominated industrial real estate investment trust (REIT) on the Nairobi Securities Exchange a milestone that underlines the scale and credibility of the platform Air Design has helped to brand.
Our Approach
Air Design worked closely with the ALP team across brand strategy, positioning and identity. The process began with a strategic phase defining ALP’s positioning within the East African market, understanding its investor, tenant and partner audiences, and establishing the brand values and narrative that would underpin the visual identity.
A central part of that strategic work was helping ALP articulate something that had always been true of the business but hadn’t been expressed clearly enough: that ALP is more than a property developer. It is a platform one that enables businesses to scale, investors to grow, and African trade to move faster and more efficiently. That thinking shaped everything that followed.
From that strategic foundation, Air Design developed the full visual identity system a new symbol, colour palette, typography, and brand voice that leads with outcomes rather than specifications. The resulting brand tagline, Unlocking Ambition. Accelerating Growth, captures both the ambition of the business and the role it plays in the wider East African economy.
"ALP has evolved significantly in recent years and we needed a brand that reflected both the quality of our platform and the ambition of the business. Air understood that this was about far more than visual identity. They helped us articulate who we are, what we stand for and how we want to present ourselves to investors, tenants and partners as we continue to grow across the region." Raghav Gandhi, CEO, Africa Logistics Properties
The ALP project is part of Air Design's growing portfolio of brand strategy and identity work for property investment and development clients across international markets. Alongside our established expertise in wayfinding and placemaking, Air Design brings the same strategic rigour to brand identity commissions helping organisations articulate their ambition and build brands that support long-term growth. For more on our brand strategy and identity work, visit our visual identity and branding services.