African Game Alliance

Role : Art director & Lead Designer

Project : Brand & Visual Identity

Art Director & Lead: Adewale Aloba · Brand Designer: Hannah Durojaiye · Illustrator: Kia Patrick · 3D Designer: Samuel Olaniyi

African Game Alliance (AG3) is a pioneering coalition advancing gaming, esports and Web3 across the continent, uniting stakeholders to foster innovation and put African talent on the global stage. The brief: an identity bold enough for an esports broadcast, structured enough to live as a full guideline book, and unmistakably African without leaning on cliché.

Before a single mark was drawn, the voice was set: empowering, inclusive, dynamic, authentic. It flexes by context: hype on the event floor, precise in the boardroom, native in Web3 channels, and it stands on four values: innovation, inclusion, collaboration, sustainability.

The mark is built from play itself. Two shoulder notches quote a controller's R1 and R2; the A anchors Africa; the G claims gaming; the 3, an inverted E, signals Web3. One glyph, four stories, engineered to hold from a 32px favicon to a building sign.

The palette is pulled from the continent's flags and turned up to arena brightness: PAN orange, AFRICAN green and HERITAGE red on charcoal and off-white, each shipped with tint ramps for UI and data.

An ankara-inspired pattern engine deconstructs the mark into a triangular motif that tiles seamlessly, tonal on black for restraint, tri-colour at full volume, scaling from a phone case to an arena banner without losing its voice.

Saira leads: squared, technical, built for scoreboards and headlines. Gabriel Weiss answers in a hand-marker script for the hype moments. Together they let the brand switch between federation and fandom.

A 16-icon system carries the mark's jagged corners and controller notches across gamepads, tokens, wallets and trophies, in tri-colour and as rendered 3D toys for campaigns.

On screen the system leads dark: the site pairs full-bleed pattern with tri-colour cards, and the social kit keeps every post on-brand.

In the world, the identity goes loud: street posters, seven-metre event banners, exhibition booths and keynote stages. Proof the system holds at architectural scale.

And for the community it dresses the fans themselves: tri-colour jerseys, patterned kit, stickers and cups, the brand as things people actually want to keep.

A brand the community could actually run with.

AG3 shipped as a full guideline: mark, pattern engine, colour, type and 3D system, handed to organisers and creators as a kit they could extend without me in the room. The modular pattern keeps every touchpoint on-brand, from a tournament banner down to a Discord avatar, so the alliance reads as one voice across an entire continent of players.