Zelner is a Zurich, Switzerland based conglomerate that operates in over a dozen industries across Africa, ranging from construction, to electricity & water, education, and agriculture – with each of those business units operating a different brand. Zelner asked us to explore a single unifying brand under its corporate name. I developed the tagline (and quasi positioning statement) “For the love of Africa” as a way to signal Zelner’s total commitment to the continent, its people and its expected position as a global hub in coming years.