We’re living in a culture based on first impressions and as a government agency committed to improved service delivery, it is important to make our corporate image stand out in the crowd as an agency that delivers. Improved organization image is a reflection of how it is regarded by its multiple stakeholders and a sure bet towards improved reputation.  

In the last two years, the Authority embarked on a re-branding mission to ensure a positive perception of its brand. This followed the transitioning of the Anti-Counterfeit Agency to an Authority after the enactment of the miscellaneous Amendment Bill of the Anti-Counterfeit Act in 2018. The re-branding borrowed a lot from the previous brand manual taking into consideration the ethos and culture of the Authority with an overall objective of improving its corporate reputation. 

When embarking on this project, the re-branding team was adamant they wanted to make a holistic branding of both the physical and non-physical branding targeting all the corporate assets that carry the ACA identity.  

The non-physical rebranding involved Logo redesigning that was incorporated in the ACA website and social media platforms as well as email signatures. The physical re-branding involved stationeries and Information education and communication materials, all staff uniforms including Front line staff, enforcement staff uniforms, and complementary items. A uniform refresh ensured we are on the trend and identifiable with an immediate point of difference.  

The Head of Public Relations and Communications at the Authority Mr. Tom Muteti in support of the re-branding team approach explained that “Having a reworked logo together with a branded office space without a new staff uniform would have been like a cake without icing!” He added that the next phase of the branding exercise will involve outdoor advertising and street signage at the Headquarters and regional offices across the country. #Ends 

Tom Muteti 
Head of Public Relations and Communications