ReNOKA
River-basin custodianship for long-term prosperity
ReNOKA is an Integrated Catchment Management (ICM) movement brand initiated by the Government of Lesotho and the GIZ (Germany Agency for International Cooperation – a German development agency) to implement measures to protect and conserve the natural resources of Lesotho and the wider Orange-Senqu River Basin, which includes South Africa, Namibia and Botswana.
The brief
As a scientific term, Integrated Catchment Management (ICM) is inaccessible and not easy for the public to engage with. Breinstorm Brand Architects was tasked with developing a name and a visual identity for this project, as well as a strategy to guide the launch of the brand to the public in Lesotho. The brand and launch strategy needed to feel authentic to the Basotho, so we worked with a team of communication experts based in South Africa and Lesotho.
After extensive interviews and desktop research, we chose the Sesotho phrase “re noka”, which translates to “we are a river”. From there, we developed a logo mark that drew on the diversity of stakeholders that ReNOKA will impact, the rich cultural and visual heritage of Lesotho, the interrelated parts of a biosphere and river basin, and scientific growth and integrated potential in the river basin.
Brand development
Stakeholder-centred approach
Using design thinking principles, we devised a unique stakeholder model that allowed us to develop a brand and launch strategy that considered the needs and objectives of the multiple stakeholders living in, and impacted by, the Orange-Senqu River Basin.
A logo layered with meaning
The ReNOKA logo is shaped like a droplet of water, stacked with layers of meaning. By illustrating water flowing from the mountains through the water cycle, we convey our interrelatedness to nature. The mountains reference the iconic Basotho hat, paying homage to the Basotho people - who are guardians of the headwaters of the river basin.
Innovation rooted in heritage
To launch ReNOKA to key stakeholders and the public, we developed and produced a ReNOKA traditional Basotho blanket, in partnership with Aranda, and ReNOKA shweshwe fabric, in collaboration with Da Gama textiles. Both were rich in symbols, visually narrating the goals and future impacts of ReNOKA.
Design applications
The showcase of cleverness
An innovative approach to branding and communications to simplify complex nature conservation and restoration practices.
Website
The validation of purpose
1
Partnership declaration committing to coordinated action and cooperation for the restoration of land, water and the long-term prosperity of all communities, signed by partners from civil society and the private sector.
11
Work sessions across Lesotho in 2021 to map the goals, proposed activities and resources needed to make ReNOKA a reality.
40%
of the Orange-Senqu River Basin's annual flow, which is Gauteng's water source, is provided by Lesotho.