2025
COTMIS VISUAL IDENTITY
SOLIDARIDAD SOUTHERN AFRICA
Thato Mpshe
Visual Identity · Pattern Design · Collateral Design
CONTEXT
Branding in the cotton development sector often follows the same, predictable formula: hyper-realistic cotton bolls often in muted shades of browns or pastel blues. While this traditional approach is safe and easily recognisable, it has led to a crowded visual landscape where organisations struggle to stand out, and as a result, are forced to overload their logos with additional symbols as a means of differentiation. When Solidaridad’s digital team asked me to create a visual identity for the Cotton Management Information System (COTMIS), a digital knowledge management platform set to improve Malawi’s cotton sector, I only had one question:
“How do you modernise cotton branding without losing the trust and recognition farmers, cooperatives, and stakeholders have come to
associate with traditional symbols?”
STRATEGY
One thing was clear: the cotton boll was non-negotiable. Otherwise, we’d risk alienating our primary audience, small-scale farmers who rely on easy-to-understand visuals for quick recognition. So, my solution was coded symbolism, literally! I designed a stylised cotton boll using brackets (“(”) and a curly brace (“{”). This way, we can introduce digital transformation while maintaining the trust and familiarity of the boll.
One thing was clear: the cotton boll was non-negotiable. Otherwise, we’d risk alienating our primary audience, small-scale farmers who rely on easy-to-understand visuals for quick recognition. So, my solution was coded symbolism, literally! I designed a stylised cotton boll using brackets (“(”) and a curly brace (“{”). This way, we can introduce digital transformation while maintaining the trust and familiarity of the boll.
OUTCOME
The new identity gave COTMIS a modern, trustworthy face across print and digital touchpoints. The branding not only resonated with both traditional and sophisticated stakeholders but also set the foundation for a successful project rollout.
Just 6 months after the launch, COTMIS is already delivering measurable results in Malawi’s cotton Sector.
