We have been operating for more than five years, and our current brand is well known (MEC-Ellis Foundation). We are in the process of taking our business to the next level -- we are restructuring, enhancing our brand, redesigning our website, and expanding our operations across Ghana and West Africa.
We have two target constituencies:
1. Our "downstream" clients are mainly lower income, less educated, and often illiterate business people who sell everything from tomatoes to t-shirts. That said, they are extremely clever and know their businesses well. More than 85% of our clients are women, though we don't believe our marketing should be characterized as "feminine." Our clients identify readily with our brand and specifically do business with us based on years of excellent service. Thus, we are planning our brand transition carefully.
2. Our "upstream" constituents are sophisticated institutions, companies, and high-net-worth individuals who invest capital with us to fund our social enterprise operations. Our rebranding effort is largely driven by our desire for increased exposure and name recognition to this upstream market -- in particular, potential investors, the international development community, and the media.
Given our dual constituencies, we seek a very simple but highly professional brand & logo.
We have played around with the attached design -- we do like it, but we are not wedded to the format, colors, fonts, image, slogan presented here. So please feel free to be creative using these ideas as a springboard.