WithIn Tech - Rwanda

WithIn Tech is a youth tech education organization in Kigali running coding bootcamps for young people aged 13–19. Their philosophy is rooted in doing — students don't just study technology, they build.

They came to me through a referral. Their existing brand had outgrown itself. As they looked to grow — attracting donors, partners, and institutional support to train more young people — the identity needed to do more than look good. It needed to build credibility.

The naming was already in place. Everything else needed to be rebuilt.

I kept the dark purple from their old identity. It was the one element with equity worth keeping, and anchoring the new system to it gave the rebrand continuity rather than erasure. From there I developed the full system: logo, typography, colour palette, graphic language, and brand guidelines.

The pixel-art graphic language was the most considered part of the system. Pixels are the building blocks of the digital world, and for an organization built around making and building, it felt like the right visual metaphor. The pattern scales from social posts to large-format outdoor advertising.

The tagline "You're Born to Build" captures the belief at the heart of the organization: that every young person who walks through the door already has what it takes.