We Walk Together: The Next Stand for Legs4Africa

February 8, 2024

There’s an air of rejuvenation and anticipation swirling from our reflections on change and growth, and it’s time to take a step closer to the next chapter in our story. This isn’t just a narrative about a name or a brand; it’s the story of our evolution, a testament to the courage and spirit of our team and the communities we’re a part of.

We owe a massive pro-bono shout-out to Firehaus, the brand agency from Bristol, who’s been instrumental in guiding us through this exciting rebranding journey. Their strategic and creative thinking expertise has helped us articulate our renewed vision and ethos.

Lobsters, as you might know, grow by shedding their old shell and developing a new, larger one. This process, known as moulting, is prompted by the discomfort of a shell that’s become too snug. It’s a natural, albeit challenging, phase that enables the lobster to grow and thrive.

This resonates deeply with our current transformation. Legs4Africa, like the lobster, has reached a point where our old ‘shell’ no longer fits. Our mission and impact have grown beyond our original scope, and it’s time for a change that reflects this growth. Our identity, while cherished and respected, is now too snug for the expansive vision we hold.

The new proposition is far more than just a fresh name or logo; it’s a bold reaffirmation of our core values and a step towards a future where our impact aligns perfectly with our aspirations. The new identity will celebrate our journey from providing prosthetic legs to empowering communities, fostering sustainable change, and nurturing independence. Moreover, it mirrors our dedication to gaining a deeper, nuanced understanding of the communities we serve, striving for narratives that are both inclusive and respectful, ensuring our voice authentically represents the diverse, vibrant communities we’re proud to be part of.

We’re incredibly grateful for the bravery and willingness of our team and everyone close to us for embracing this change. Especially when we know it may be a challenging couple of months as we transition. When lobsters shed their old shell, they’re at their most vulnerable, with their new shell being soft and easily damaged, before it hardens and becomes strong. 

As we prepare to unveil our new identity, we invite you to join us in this exciting phase of our journey. Your support, enthusiasm, and belief in our mission drive us forward. Together, we’ll continue to make a profound impact, evolving not just in name but in our very essence.

So, stay tuned. The story of Legs4Africa is unfolding into something remarkable, and we can’t wait to share every step of this journey with you.

Rebranding FAQs

1. Are your areas of focus changing?

No, our areas of focus are not changing. We will continue to concentrate on providing prosthetic legs, rehabilitation around prosthetic legs, peer support, counselling, upgrading rehabilitation centres, and training staff for rehabilitation centres.

2. Are people losing their jobs?

No, nobody will lose their jobs. In fact, we are currently adding some jobs in The Gambia as we set up an official country office there. Work contracts and pay will remain unchanged.

3. Where do you work now, and will that change?  

We will maintain our focus on our target countries: The Gambia, Ghana, Liberia, Benin, Tanzania, and Uganda. There will be no change in our geographical focus.

4. Will you still be collecting and refurbishing prosthetic limbs?  

Yes, we will continue our efficient system of collecting components and limbs from rehabilitation centres in the UK and across Europe, processing them in our Bristol office to ensure we are sending high-quality components to our partnering centres across Africa.

5. Does removing ‘Africa’ from your name mean you are going to stop working in Africa?

No, we will continue to work in the countries where we are currently operating, and there will be no change regarding where we work in the world.

6. Do I have to stop wearing my ‘Legs for Africa’ clothes?

We will be asking all staff to wear our new branded clothes, but please do keep your ‘Legs for Africa’ ones as they will one day be a relic or antique.

7. Why change what is not broken?

We believe ‘Legs4Africa’ was a good name and suited what we did when we first started the organisation. However, we have evolved, the sector has evolved, our work has evolved, and we want to move into a new name that suits how we have grown and our ambitions.

8. Does removing ‘Africa’ from your name mean that you will be working in other countries? 

No, our main focus will always be on Sub-Saharan Africa and on long-term sustainable change rather than disaster relief or humanitarian aid.

9. I base my willingness to donate on the actual work being done/impact/results, not a brand image. How do you ensure that the focus remains on the mission rather than the marketing?

Our commitment to our mission is unwavering, and our rebranding efforts are in service to that mission—not a diversion from it. The pro-bono support we’re receiving for branding allows us to enhance our visibility and effectiveness without compromising on our projects. We’re dedicated to keeping our supporters informed about the tangible impacts of their donations, demonstrating how every contribution directly supports those in need. Our focus will always be on delivering results and making a meaningful difference in the lives of individuals and communities we serve.

About the author

Name: Tom Williams

My passion? Ensuring no prosthetic leg goes unused. I’m dedicated to collecting, refurbishing, and sending these vital pieces of technology to our partners in Africa, where they make a world of difference. When I’m not immersed in this mission at STAND, I’m often found outdoors, embracing nature. I love long walks in any season, camping under the stars, and enjoying the serenity of the great outdoors. My evenings often involve a unique hobby – maintaining and repairing old pinball machines. This blend of precision and nostalgia keeps me engaged and always learning. This fusion of dedication to my work and my love for nature and tinkering drives me every day, both at STAND and beyond.

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