Code 4 Change, formerly known as Change the World, is an non-profit organisation that provides unemployed youth and high school students with computer and IT skills. Businesses in all industries are in need of individuals with coding and programing skills and Code 4 Change equips young people with these skills, that way they are employable and prepared for the working world of the future. The organisation also empowers educators and community leaders with the tools that they need to equip the youth.
Code 4 Change approached HKLM with a need to rebrand with 2 main objectives in mind: 1- developing a new identity that would align to their re-focused proposition – offering coding programs; 2- attracting new funders and generating a greater appeal and more engagement with the funders. They needed a corporate identity that would be consistent across all platforms but a deep dive into the brand revealed that there was more work to be done. Code 4 Change needed a refined organisational strategy and HKLM had to develop a brand identity that would reposition Code 4 Change as an organisation that speaks clearly to funders and beneficiaries, as well as represent the organisation’s essence.
The research and insight phase looked at Code 4 Change’s competitors, spoke to sponsors and beneficiaries and also looked at trends in the space that they occupied. It was evident that there were inconsistencies that needed to be worked on across the board.
The new positioning placed Code 4 Change as activists for youth development, as an organisation that aimed to develop a community of empowered, technologically enlightened youth. The aim of the new positioning was to contribute to the development of communities, based on the belief that young people have the collective power and capability to change their own circumstances as well as that of their communities. This new positioning allows Code 4 Change to connect with young people who are determined to change the status quo.
HKLM put forth a name change – from Change the World to Code 4 Change. A name that linked the concept of creating change to the activity of coding and explicitly told you that coding is the programme that’s on offer. The name Code 4 Change reinforces the purpose of the organisation, it has meaning and longevity.
HKLM also developed a new identity for the flagship programme and named it Code Jika. ‘Jika’ is a colloquial Zulu term that has a dual meaning – to change direction, as well as to dance. The name which is both meaningful and fun, represents the essence of the programme and the spirit of the the youth.
Code 4 Change took home the award for Start-up Influencer brand at the inaugural Brand Summit South Africa, that took place at the Cape Town Convention Centre between April 3 and 4.
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