AHEAD's Transformational Rebrand
Celebrating Heritage and Innovation Through Creative Design
In honor of Black Heritage Month, AMBESA was commissioned by Diageo to re-imagine the brand identities of their internal Business Resource Groups, beginning with a transformative rebrand for The African Heritage Employees at Diageo (AHEAD). This initiative marked a new chapter for AHEAD, led by Addis Daniel, Creative Director and Founder of Mandala Studios.
The AHEAD logo underwent its first redesign since its inception in 2006, unveiling a fresh identity that honors Africa’s vibrant cultural heritage while embodying modern luxury and innovation. Drawing inspiration from Africa’s diverse skin tones, intricate geometric patterns, and symbolic richness, the new logo weaves a narrative of pride, unity, and progress.
AHEAD Black Creator’s Panel
A Conversation Highlighting Entrepreneurship and Community Impact
To celebrate and rollout this milestone, AHEAD and the CÎROC partnered with our very own Founder & Chief, Abby HONDO Alem, to host a dynamic panel discussion at Diageo’s 3WTC headquarters in New York City. Moderated by HONDO, the panel featured inspiring entrepreneurs and cultural leaders, including:
Abby HONDO Alem
Founder & Chief, AMBESA, a full service creative agency
Imani Ellis
Founder & CEO, CultureCon and The Culture Collective NYC
Abdul Karim Abdullah
Founder & CEO, Culture Management Group, AfroFuture, and What Africa Eats Food Festival
Kuwaku Agyemag
Co-Founder, BrownMill
Tiffany Capri Hemsworth
Founder, TCapri Tequila
The evening concluded with a celebratory happy hour where Diageo employees came together to socialize and dance, capping off Black Heritage Month 2024 in style.
AHEAD Brand Identity Transformation
Global artisans
Previous Brand Identity
New Brand Identity
