AfricaPlus Partners (APP) or AfricaPlus Fund seeks to deliver superior risk-adjusted rewards whilst capturing the African growth potential in infrastructure. They are currently advising projects, investing capital and raising a dedicated Nigerian infrastructure fund for accelerating their plans.
Foremost in APP's mind was to project themselves as what is called 'old money', that is, having a lot of fortune and strength build over the years. We considered the use of an animal that could signify Africa and strength at the same time. Also, what color(s) would position them as rich, portraying wealth and strength; black and gold became the clear choice to capture the essence of the brand.