In their own words
Born in Jamaica and now used globally, the phrase carries a universal wish for abundance – one Kuda’s audience already live and speak through music, conversation and aspiration.
In a category obsessed with features and finance jargon, it gives the brand something more human. The visual identity expresses this through vibrancy and real, everyday snapshots of life, capturing the momentum, confidence and pace of Lagos.
We wanted the visual identity to reflect Common Goal’s unique position as a network that brings people together for meaningful change.
Ultimately, the message is clear: Common Goal is here to connect, inspire, and drive progress, all while embodying the passion and energy of the game.
Articles & interviews2
- Barkas rebrands Kuda with Lagos-inspired identity
Independent creative company Barkas has rebranded Nigerian digital bank Kuda to move it from a challenger-bank position towards an established, culturally relevant financial brand. The Lagos-inspired identity combines a chunky geometric logo, Kuda Modena typeface, a custom Naira symbol, deep-purple and black colour systems, documentary photography, hand-drawn illustration and motion design under the "More Life" positioning.
- "Barkas Reinvents Common Goal's Brand for a Friendlier Footballing World"
Independent studio Barkas has rebranded Common Goal, a global football network, with a warm and inclusive identity that moves away from flashy sports aesthetics. The new design features a hand-drawn logo forming a heart, a set of illustrated icons, and a colour palette of soft, accessible tones. The project aims to reflect Common Goal’s community-driven mission and inclusive spirit within the football world.