Graphic designer, illustrator and digital artist, Hanson Akatti, has developed a kinetic and vibrant visual identity to usher in a new era for African music and art curation platform, Harmattan Rain.
Harmattan Rain has long been a leading force in documenting the alternative African music scene. The platform focuses on curating the future of African music. The new creative direction will be a significant addition to the covers of some of the most sought-after playlists on the continent. The work features bold rhythmic patterns and a palette designed to mirror the experimental, dynamic and youthful nature of African Gen Zers.
Hanson Akatti is known for his graphic style and love for urbanism, media, and pop culture. The accomplished designer collaborated with Harmattan Rain’s Creative Director, Sean Andah, to develop the new visual identity. Within the work, the artists hope to capture the feel and essence of harmattan – the dry wind that blows in from the Sahara Desert into West Africa during the winter months. Akatti took an umbrella approach to the regions represented, acknowledging that there is no singular method to representing all African regions with one graphic.
Akatti explained: “There’s a certain way African youth is being presented, and I don’t think there is enough that shows the diversity of this audience. I want to show just how dynamic we are, especially from a Gen Z audience. They take more risks in their outward appearance, and I wanted this expression to reflect that.”
The new visual identity is now live on Harmattan Rain’s digital platforms and will be rolled out across its events and exhibitions throughout the year.
The design work by Hanson for Harmattan Rain is just one example of the impact that African culture is having on creativity.
