CAAPs
The Common African Agro-Parks Programme (CAAPs) was initiated in 2019 as one of the concrete initiatives of the Comprehensive African Agricultural Programme (CAADP) to be implemented within the framework of the African Union (AU) Agenda 2063 for achieving the CAADP Malabo commitments, especially the one on “tripling Intra-African trade for agricultural commodities and services.
Scope of the Assignment
CAAPs, one of the African Union’s flagship programmes under Agenda 2063, aims to transform Africa’s agricultural landscape by building regional agro-industrial hubs that drive trade, create jobs, and boost food security. Yet, despite its potential, the initiative’s communication lacked consistency and clarity.
FARA needed a partner who could craft a unified communication and branding strategy, develop high-quality visibility materials, and design impactful multimedia content — all while ensuring the message aligned with the AU’s vision for agricultural transformation.
Our Approach & Solution
Trybal Mark was brought on board to deliver a full communication experience — from strategy to storytelling. Working closely with FARA’s Knowledge Management, Learning, and Communication (KMLC) Cluster, Trybal Mark began by developing a comprehensive communication and branding strategy to define the CAAPs voice and visual identity.
The team then built a multi-layered implementation plan that included:
Brand Identity Development: Created logo concepts, complementary cards, and a cohesive branding guide to strengthen CAAPs’ visual presence.
Visibility Materials: Designed pull-up banners, flyers, trifold brochures, and digital assets for high-level events such as the AU Summit in Niamey and the CAAPs Steering Committee Meeting & Investors Roundtable in Addis Ababa.
Web Integration: Collaborated with FARA’s web team to build and manage a dedicated CAAPs section on the FARA website (faraafrica.org/caaps), ensuring it showcased up-to-date resources, statements, and multimedia features.
Multimedia Storytelling: Produced a series of audiovisual documentaries featuring CAAPs leaders, ministers, and stakeholders across Africa — including high-profile interviews and thematic videos such as:
The Role of Women in Agro-Parks
Common African Agro-Parks: A Vehicle for Africa’s Economic Transformation
Press Briefing by H.E. Amb. Josefa Sacko
CAAPs Infrastructure Model – Part I & II
Media & Social Campaigns: Coordinated media coverage, photography, and social-media visibility campaigns across Twitter, LinkedIn, Facebook, and Instagram under the official #CAAPs hashtag.
How the Problem Was Solved
Through strategic design, storytelling, and collaboration, Trybal Mark transformed CAAPs’ communications from fragmented updates into a unified, professional, and compelling platform. The result was a vibrant narrative that positioned CAAPs not just as a project — but as a movement for Africa’s agricultural transformation.
Results & Impact
A consistent brand identity now runs across all CAAPs events and digital channels.
The CAAPs web platform serves as a living knowledge hub for stakeholders and policymakers.
High-quality communication materials and videos continue to support advocacy at regional and continental levels.
Engagement metrics from FARA’s digital platforms showed increased visibility and media coverage during key AU events.
The success of this partnership between FARA and Trybal Mark proves the power of creative communication in advancing continental goals. As CAAPs continues to evolve, Trybal Mark remains committed to supporting its storytelling — one campaign, one story, and one design at a time.
Trybal Mark — amplifying Africa’s vision through design, storytelling, and strategy.
