Project Overview

DeemsLab is a dual-purpose brand: a software development company and a tech talent academy. Born out of the success of the FinTech platform DeemPay, DeemsLab was created to train African developers and connect them with global opportunities—building teams that deliver high-end software solutions to clients in the USA, Europe, and beyond.

The Problem

Despite a growing number of talented young Africans pursuing careers in tech, many face barriers to entry into the global tech market due to:

- Limited access to structured, high-quality training.

- Lack of international exposure or experience.

- Few trusted platforms that train and deploy African talent to real global projects.

- International clients’ uncertainty about hiring remote African developers due to inconsistent quality assurance or communication gaps.

In parallel, startups and enterprises in the US and Europe struggle to:

- Find affordable, high-quality software development talent.

- Scale their teams quickly with skilled professionals.

- Bridge time zone and communication gaps with outsourced developers.

Task

My goal was to craft a brand identity that would:

1. Clearly articulate DeemsLab's unique value proposition as a hybrid of software development and tech education.

2. Visually convey growth, innovation, professionalism, and collaboration.

3. Be distinct and flexible across all touchpoints, from digital platforms to marketing collateral.

This included designing:

A meaningful and versatile logo mark. A robust visual identity system. Adaptable assets for stationery, digital use, and outdoor advertising.

The Solution

To build DeemsLab’s new identity, I used a structured, multi-phase approach:

Research & Discovery – Explored DeemsLab’s mission, target audience, and competitive landscape to align the brand with its role as a bridge between African talent and global clients.

Logo Design – Created an abstract symbol representing growth, global reach, structure, and momentum—core themes in DeemsLab’s vision.

Visual Identity – Developed a clean, professional design system with smart typography, a precise grid, and a dynamic color palette reflecting innovation and trust.

Brand Applications – Applied the identity across stationery, digital, and outdoor assets to build a consistent and recognizable presence.

Collaboration & Refinement – Worked closely with the DeemsLab team, iterating designs through feedback to ensure authenticity and alignment with the brand's mission.

Direction and Design: Ephraim Goodness