AAM 2025

Celebrating in Abuja, Nigeria, with Afreximbank – the tenure of President Benedict Oramah and the Bank’s expanding impact on Africa’s development.

Objective

To brand, stage manage and deliver a high-impact 2025 Afreximbank Annual Meetings, showcasing the Bank’s success in mobilising capital, launching landmark interventions, and convening public- and private-sector leaders across the continent – all under the theme of ‘Building the Future on Decades of Resilience’.

We created

Anchored around the creative direction of ‘Stronger Together’ – BrandComms developed a contemporary branding system for the event – utilising interlocking forms, inspired by Nigerian culture (art, fashion, architecture), to express unity, strength and beauty. Motifs drew from Hausa Babbar Riga, Awera, Adire, Yoruba
and other heritages to create a distinctly Nigerian yet pan-African visual language.

Alongside creation of impactful show packages, stage graphics, and screen choreography across plenaries and six side events, BrandComms delivered:

Seamless high-volume traffic management: including registration, digital systems and flow management.
Operational & programme support: end-to-end planning, speaker/guest management, logistics and showcalling.
Impact & experience excellence: with continuous measurement of satisfaction, media value and partner outcomes.
Additional ‘special moments’, including the Professor Oramah book launch; Awards Dinner with BCA; Government Dinner; AfreximFest entertainment, Welcome Cocktails and more.

Results

The event drew strong engagement: 78,000+ invitees converted into 7,800+ online and walk-in registrations and 6,500+ onsite attendees. The programme featured 78 speakers (excluding Heads of State), 20 moderators, and yielded 16 deal signings – clear evidence of commercial outcomes alongside thought leadership.

Media impact was broad and deep, with 265 media delegates from 42 countries, 115 pan-African & CARICOM partners, and 65 first-time African journalists. Activity included 100 one-to-one interviews, 21 press releases, and 4 press conferences and briefings, generating c.US$114m in PR value, 800+ online articles, 60+ broadsheet pieces, 50+ aired interviews, 80+ TV/radio segments, and 4,100+ Meltwater mentions. Advertising amplified reach via two TVCs (e.g. CNN, CNBC, Africa24), OOH across 22 sites (17 Abuja, 5 Lagos), and digital (IC Publications, Africa24, Meta, X, LinkedIn, YouTube), delivering a total paid + organic reach of 31 million.

Design motifs’

‘Stronger together’ explored how the combination of basic forms could echo Nigerian culture and symbolism in a contemporary way, providing a unified design language that offered energy and multiple options for variation.

Execution

Branded merchandise

Event website

Video of Main Stage

Event tech

BrandComms Digital developed event management applications to aid seamless high-volume traffic management. The Badge Collection App enabled fast and secure badge pickup while Access Control empowered ushers and security teams to verify attendee credentials via badge QR code scan.