Corporate Communication · 2024
Ministère de Justice RDC - Etats Généraux de la Justice 2024
One visual language carried a national conversation from public space to the institutional stage.
Overview
The Challenge
A unified communication system developed for the 2024 États généraux de la justice congolaise, spanning outdoor visibility, official materials and event branding.
Context
In 2024, the Ministry of Justice and Keeper of the Seals of the Democratic Republic of the Congo initiated the États généraux de la justice congolaise, a national dialogue structured around a central question:
Pourquoi la justice congolaise est-elle malade ? Quelle thérapie pour la guérir ?
The initiative required a public identity capable of communicating the seriousness of the subject while remaining visible, coherent and accessible across very different communication environments.
Our mandate
Qualia’s role focused on the visual design, adaptation, production and deployment of the initiative’s visibility materials.
The mandate covered both the institutional dimension of the programme and its public-facing presence across Kinshasa. Each support had to respect official communication requirements while contributing to one unified campaign identity.
A scalable visual system
We developed a modular visual system organised around a deep blue institutional foundation, strong red and yellow information accents, clear portrait compositions and a disciplined typographic hierarchy.
This system allowed the campaign to move consistently between highly detailed official documents and large-format supports designed to be understood within seconds.
Key deliverables
- Billboards in multiple outdoor formats.
- Campaign posters and public information materials.
- Backdrops and large-format event graphics.
- Roll-up banners and directional visibility supports.
- Official invitations and protocol materials.
- Stage and venue communication elements.
- Print-ready adaptations and production coordination.
From Kinshasa’s streets to the event venue
The outdoor campaign extended the initiative into public space through billboard placements across major intersections in Kinshasa. Inside the event environment, the same identity was carried through stage screens, backdrops, roll-ups and supporting materials.
The continuity between these touchpoints ensured that the initiative remained recognisable whether encountered in the city, through an official invitation or inside the institutional venue.
Outcome
The project established a coherent visual presence for a major national institutional conversation. Despite the diversity of formats, locations and information requirements, every execution remained connected to the same central identity.
When an institutional conversation moves across many formats, coherence becomes a form of public trust.
The Solution
One Identity, From the Street to the National Stage
We designed and produced a coordinated family of visibility materials for the different moments and scales of the initiative.
The system extended across billboards in multiple formats deployed at major intersections throughout Kinshasa, backdrops, roll-up banners, official invitations, campaign posters and event-facing communication materials.
Every execution was developed as part of the same visual system rather than as an isolated communication item. Colours, portraits, institutional signatures and information hierarchies were recalibrated for each format while maintaining a recognisable campaign identity.
Large-format billboards prioritised immediate recognition and distance legibility. Invitations and formal materials introduced a more restrained editorial structure, while backdrops, roll-ups and stage visuals strengthened the initiative’s presence within the event environment.
A national dialogue becomes stronger when every public touchpoint communicates with the same clarity.
Results
The impact.
The result was a coherent and highly visible institutional presence across Kinshasa and within the event environment.
From urban billboards to formal invitations and stage materials, the initiative maintained one recognisable visual voice throughout its public deployment. The communication system helped connect a complex national subject with a clear, structured and consistent public identity.