Brand identity and art direction for The Leading Vibe Initiative, a groundbreaking platform founded by Grammy-winning artist Tems to empower young women in music across Africa. The challenge was to create an identity that felt feminine and empowering without being generic—sophisticated enough for an NGO while capturing the energy and creativity of the music industry.
Developed a comprehensive visual system starting with the logo and expanding across event branding, marketing materials, social media templates, and merchandise. The identity launched at a sold-out event in Lagos with 200+ attendees and has since expanded to Kenya as part of the initiative's global rollout. The brand needed to work across multiple contexts: from intimate workshops to large-scale partnerships with brands like Hennessy and Native Instruments.
About The Leading Vibe Initiative
Founded by two-time Grammy Award-winning artist Tems, The Leading Vibe Initiative is a platform designed to support, connect, and amplify young women in music across Africa and beyond. Launched in Lagos in August 2025 with over 200 attendees, the program provides emerging female artists, producers, and songwriters with training, mentorship, and access to world-class tools and industry connections.
The initiative addresses the stark gender imbalance in music, where only 22% of artists, 12.8% of songwriters, and 3% of producers globally are women—by creating pathways for the next generation to rise.