News 24.06.2022

Need to Know

Oku draws on local African design to brand its tech service, a golf app gets a youthful makeover, and air pollution is reducing life expectancy in south Asia.

Start-up Oku’s visual identity captures its dual heritage

Oku. Identity by DutchScot, Rwanda and Switzerland
Oku. Identity by DutchScot, Rwanda and Switzerland
Oku. Identity by DutchScot, Rwanda and Switzerland

Rwanda and Zurich – The start-up, which pairs tech-savvy African entrepreneurs with Swiss expertise, is drawing on its dual heritage to communicate its cross-cultural partnership. With the ultimate aim of promoting innovation in Rwanda through mentorship, experience and networking, Oku’s branding features local references from the African nation, while avoiding design cliches.

To do this, the company worked with graphic design studio DutchScot, which took inspiration from the geometric shapes and earthy colours of the Rwandan art form imigongo. In this way, the branding strays from the generic visuals commonly used in technology brands. ‘We wanted to draw inspiration from Rwanda but in a contemporary way,’ explains Oku in conversation with LS:N Global. ‘We plumbed for a bold typography solution, creating a bridge in the logo and then a suite of patterns that spoke to the various facets of the business in a personable way, all this combined with an earthy palette.’

Elsewhere, we’ve explored the ways that African lifestyle platform Dola is similarly preserving the continent’s heritage through a contemporary, youthful lens.

Strategic opportunity

When entering cross-cultural partnerships, brands from the Global North must avoid tired narratives around elevating the Global South, and instead work towards more equal collaborations

A golf app taking a shot at younger players

Goolf. Identity by Wildish & Co, UK Goolf. Identity by Wildish & Co, UK
Goolf. Identity by Wildish & Co, UK Goolf. Identity by Wildish & Co, UK

US – Steering clear of the tropes that dominate the conventional golf sector, matchmaking service Goolf has refreshed its visual identity in step with the evolving demographic of the sport. The app connects players of all ages, allowing them to organise games or trips together.

Instead of Argyle knits and prim shirts, the rebranding, by design studio Wildish & Co, aims to position the sport as more inclusive and accessible. With a vibrant colour palette, flexible typeface and friendly animations, Goolf is trying to draw in a more diverse range of players.

To accomplish this, the design company focused on bright and gender-neutral imagery, offering an alternative to the stuffy visuals that typically represent the sport. ‘We found through research that often, golf brands fall into the trap of constructing a male-orientated brand, with heavy blacks and chunky typefaces,’ says Sam Fresco, managing director of Wildish & Co.

With an influx of new players who haven't previously been represented in the sport, such as women and girls, the game of golf is undergoing a sea change. No longer the domain of the affluent, there are numerous opportunities for companies to help bolster this burgeoning hobby.

Strategic opportunity

How can your company help dismantle the often-exclusive aesthetic of sports like golf? Consider launching a capsule collection that breaks new ground within the sport’s heritage

The avatars in Meta can wear luxury labels

US – Technology giant Meta is launching the Meta Avatars Store, a digital fashion marketplace where users can customise the appearance of their avatars. Among the first luxury labels available at the store are Prada, Balenciaga and Thom Browne.

The luxury garments on sale will be digital replicas of the labels physical items, such as Balenciaga's signature hoodie or motorcycle suit, allowing users to experience these popular products virtually. There will also be a variety of free products and wearables for users who might not want to spend money on virtual clothing. We also know that people often want to change their look, whether in the real world or in digital spaces, says Meta in a press release. One way we’ll make that evolution easier is by continually offering new options that reflect the latest sartorial trends...

In our Affirmative Avatars piece, we explored the growing demand for customisable digital assets in gaming environments. By integrating wearables into social media, the Meta Avatars Store is helping to bring digital clothing into a different context.

Meta Virtual Fashion Store, US

Strategic opportunity

How can companies introduce vintage fashion in the metaverse? Consider opening a virtual store where you can purchase clothing from past collections

Stat: Polluted air is shortening people’s lifespans

Grime Goes Green by Clean Air Now, London
Grime Goes Green by Clean Air Now, London

While environmental researchers have been aware of the risks of air pollution for many years, a new Air Quality Life Index (AQLI) report captures the reality of how much it is affecting people’s lives. The report, by the University of Chicago’s Energy Policy Institute, reveals that dirty air could shave five years off people’s lives in south Asia.

Broken down further, the research also reveals that the most polluted country in the world is Bangladesh, where air pollution reduces average life expectancy by 6.7 years, with the most polluted districts showing lives shortened by 8.1 years. When compared to other health threats, the report finds that particulate air pollution takes 2.2 years off global average life expectancy, comparable to that of smoking, and far exceeding that of alcohol use, unsafe water, HIV/AIDS and terrorism.

With environmental issues posing major health threats, businesses have a responsibility to take action and create planet-first solutions for a safer world.

Strategic opportunity

Businesses must invest in material and infrastructural developments that actively work towards reducing air pollution to healthier levels

Previous News Articles
Cannes Lions 2025: Harnessing the power of K-pop and why laughter is a KPI

News

Cannes Lions 2025: Harnessing the power of K-pop and why laughter is a KPI

On the penultimate day of Cannes Lions, a panel comprising Korean experts from music label Starship Entertainment, Publicis and Pepsico dived into ...
Global Events : Pop Culture & Media : Cannes Lions 2025
Foresight Friday: Seyi Oduwole, foresight analyst

News

Foresight Friday: Seyi Oduwole, foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday : Ice Cream : Ice-cream
Stat: Consumers shift loyalty to brands that absorb tariff costs

News

Stat: Consumers shift loyalty to brands that absorb tariff costs

As new tariffs drive up import costs, a wave of price sensitivity is forcing retail leaders to rethink their strategies. 
Stat : Statistic : US Economy
 Cannes Lions 2025: Elf Beauty’s recipe for co-creation and Unilever wants to make marketing sassy

News

Cannes Lions 2025: Elf Beauty’s recipe for co-creation and Unilever wants to make marketing sassy

Day three of Cannes Lions 2025 featured panels on everything from Chinese social media to late-night tv and YouTube’s 20th anniversary.
Global Events : Pop Culture & Media : Beauty
Heineken 0.0 partners with F1 The Movie to champion moderation in the fast lane

News

Heineken 0.0 partners with F1 The Movie to champion moderation in the fast lane

Heineken 0.0 has been named an official partner of F1 The Movie, a collaboration with Apple Original Films and Warner Bros.
Heineken : Food And Drink : F1
Stat: Gen Z turn to social media before search engines

News

Stat: Gen Z turn to social media before search engines

Social media platforms are fast becoming the primary gateway to online discovery for younger consumers, according to Sprout Social’s latest Q2 2025...
Stat : Statistic : Social Media
Cannes Lions 2025: Mustafa Suleyman on AI ‘garbage’ and why trust will set brands apart

News

Cannes Lions 2025: Mustafa Suleyman on AI ‘garbage’ and why trust will set brands apart

On day two of the festival, Serena Williams was announced as Reckitt’s first entrepreneur-in-residence.
Global Events : Technology : Pop Culture & Media
eBay and Small Business Britain back UK’s side-hustle economy

News

eBay and Small Business Britain back UK’s side-hustle economy

As side hustling cements itself as the UK’s dominant route into entrepreneurship, Small Business Britain and eBay have launched a free six-week onl...
EBay : Small Business Britain : Side Hustle Economy
Stat: Global worries increase as crime rises, but Canadian optimism at three-year high

News

Stat: Global worries increase as crime rises, but Canadian optimism at three-year high

The latest Ipsos What Worries the World survey, spanning 30 countries, reveals a shifting global mood, but Canadians are showing signs of renewed o...
Canada : Selling Happiness : Stat
Cannes Lions 2025: Unshittifying the customer experience and the future of Duolingo

News

Cannes Lions 2025: Unshittifying the customer experience and the future of Duolingo

The 72nd edition of Cannes Lions marks a return to the French Riviera with a programme featuring major names in marketing and branding. LS:N Global...
Pop Culture & Media : Global Events : Cannes Lion 2025
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN