Signum Group

In September 2021, Selamawit Zemene, an Ethiopian national, approached FUSED with the need to consolidate her various businesses under one umbrella brand, The Signum Group.

The BIG goal was to get the world to experience Ethiopia wherever they were.

Our task was to create a brand strategy that would organise Signum into one house and be a gateway to experience Ethiopia through Ethiopian products and experiences as well as articulate a relevant, credible, and differentiated brand.

We were able to create a story and brand architecture that captured the mind and took one through the Ethiopian Experience without having stepped into Ethiopia.

The impact has been great with a greater reach and interest of the Signum brand to those seeking the Ethiopian experience, from a cup of coffee, great leather products for both ladies and gents, to a trip through the ancient paths in Ethiopia.