Madica is a structured investment program for pre-seed stage companies in Africa, with a mission to democratise access to world-class company building support and empower mission-driven founders. Based in San Francisco, Madica is a subsidiary of Flourish Ventures, a venture capital firm. Madica is focused on attracting African founders and providing them with the tools and support they need to succeed.

In order to better appeal to African founders and entrepreneurs, Madica needed to develop a new brand and identity, as well as create a new website that effectively communicated the company's values and mission. With a goal of attracting a large number of high-quality applications from African founders, Madica enlisted the help of Curva to develop a new brand name, identity, and website.

Curva and Madica took a multi-faceted approach to address the challenges and goals outlined in the case study. The team recognized that a strong brand name and identity would be crucial in effectively communicating Madica's values and mission to African founders. With this in mind, they set out to create a brand name that accurately reflected Madica's brand and resonated with their target audience. They also worked to develop a cohesive visual identity through the creation of a new logo and brand stylescape.

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In addition to these branding efforts, Madica and Curva also focused on website development. They created a new sitemap and wireframes for Madica's website, and then developed a responsive CMS powered website using Webflow. The website included micro interactions and was developed dynamically on Webflow, ensuring that it was both visually appealing and easy to use.

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Overall, this multi-faceted approach allowed Madica to develop a strong brand and identity, create a user-friendly website, and effectively communicate their brand to African founders. It was a comprehensive solution that helped Madica to achieve their goals and overcome the challenges they faced.

Brand naming and identity

Working closely with the Madica team, Curva conducted a series of strategy workshops to understand the brand's values, pillars, and audience. This helped inform the development of a new brand name - "Madica" - which is a blend of the phrase "Made in Africa," as well as a new logo and brand stylescape that effectively communicated the company's mission and values.

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Website development

To create a responsive, CMS-powered website that effectively communicated Madica's story and mission to its target audience, Curva developed wireframes and high-fidelity mockups, as well as a new site map that incorporated a story-telling approach to the company's communications. The website was then developed on Webflow, allowing the Madica team to easily make adjustments to site content as needed.

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The new brand and website were a success, resulting in an influx of over 300+ applications from African founders and entrepreneurs within just a few days of the launch. The Canva templates and comprehensive brand guidelines created by Curva also allowed the Madica team to easily create and share brand materials on social media. The CMS approach used to develop the website on Webflow also made it easy for the team to make quick adjustments to site content.

This project for Madica was time-bound, with a total timeline of 12 weeks from start to finish. Working closely with the Madica team allowed for the creation of a standout brand in the African startup incubator market, which effectively communicated the company's values and mission to its target audience and resulted in a large number of high-quality applications from African founders.