Created in 1979 by Congolese intellectuals in the United States, with the ambition of promoting socially or politically relevant research, the Center for Studies and Research on Zaire (CEREZ) later became the Center for Studies and Research on Congo-Kinshasa. In 2023, Aether Strategies took charge of the center’s development strategy and reinvented its mission, which is now to contribute to making Congo-Kinshasa the center of influence in Africa. Aether Strategies designed and produced CERECK’s communication materials and tools.
Context
Challenge
Solutions Provided
Impact
Context
Founded in 1979 by Congolese intellectuals in the United States, the Center for Studies and Research on Zaïre (CEREZ) was established to promote socially and politically relevant research.
Over time, it evolved into the Center for Studies and Research on Congo-Kinshasa (CERECK), reflecting the country’s name change.
By 2023, the need to redefine its mission and modernize its brand became critical as Congo-Kinshasa needs a more prominent intellectual and cultural role in Africa.
Challenge
When We took charge of CERECK’s development strategy in 2023, the organization faced several challenges:
Outdated Mission and Vision: The original purpose no longer resonated with modern academic and policy-making environments.
Limited Visibility: CERECK lacked a clear brand identity and presence in key intellectual, social, and political circles.
Resource Constraints: A need for cost-effective yet impactful communication tools and materials.
Stakeholder Engagement: Limited collaboration with policymakers, academics, and the public hindered the center’s influence.
Solutions Provided
To address these challenges, we led a comprehensive revitalization strategy focused on redefining the center’s mission, enhancing its brand, and boosting its visibility.
1. Strategic Mission Reframing:
CERECK’s mission was redefined as “Contributing to making Congo-Kinshasa a center of influence in Africa through cutting-edge research and impactful public engagement.”
2. Brand Development:
Visual Identity: Designed a modern logo, branding guide, and visual assets that reflect CERECK’s academic rigor and African heritage.
Communication Tools: Developed a new website, brochures, and presentation templates to ensure consistent messaging.
Content and Outreach:
Created a series of policy briefs, research reports, and newsletters to showcase CERECK’s work.
Partnerships and Collaborations: Built relationships with academic institutions, government agencies, and international organizations.
Impact
The revitalization strategy resulted in several notable achievements:
Increased Recognition: CERECK is now seen as a leading think tank in Central Africa.
Research Influence: Policy recommendations and research outputs gained traction among decision-makers and development partners.
Operational Growth: Expanded network of collaborators and secured new project funding.