ZubaMart
User Research, Brand Identity & Marketplace Strategy
The Context
TPLP Initiative planned a sub-brand marketplace connecting African LGBTQI+ vendors and service providers with buyers. The initial concept anticipated about 100 vendors, vetted participation and a multi-vendor shopping experience.
The Constraint
The marketplace had to address discrimination and identity safety while also solving ordinary commerce problems: weak seller reach, low sales, trust, payments, discovery, fulfillment expectations and mobile usability.
My Role & Scope
- Scoped the project with stakeholders.
- Designed and synthesized user research.
- Translated findings into marketplace priorities.
- Developed the brand name story, positioning, value proposition, mission, vision and message architecture.
- Directed the visual identity system and brand-guideline development.
Key Evidence
BRAND PROMISE
Freedom to Trade, Power to Thrive
What I Built
User Research Report
63-participant study covering buyer-seller dynamics, trust barriers, feature priorities and platform adoption conditions.
Marketplace Requirements
Mobile-first UX, searchable categories, trust mechanics, vendor storefronts, payments, analytics and role-switching specifications.
Brand Identity
Name story ("Zuba" = pour out / unload in Hausa), positioning, value proposition, mission, vision, personality and verbal system.
Visual Identity System
Logo, colour system (#1E3888 trust + #EB6534 energy), typography (Mona Sans + Circular Std), motion identity and brand guidelines.
Message Architecture
Inclusive. Community-oriented. Transparent. Empowering. Bold. — four pillars with concrete language principles for internal and external communication.
Stakeholder intent → user evidence → marketplace logic → verbal identity → visual system → product direction.
Capability Proven
- Stakeholder discovery and project scoping.
- Questionnaire design and 63-participant research synthesis.
- Buyer-seller, trust, channel and feature analysis.
- Brand naming, positioning, value proposition and verbal identity.
- Visual identity direction, guidelines and applications.
- Translation of research into marketplace requirements.