Qaba — Brand guidelines

A passage home.

Qaba helps Nigerians living abroad build a business at home. A real address is where it starts.

Grounded and directShort sentences. Plain words. Tell people what happens next.

Warm and unshowyBe the cousin who knows the paperwork and holds the door open. Help without talking down.

Quietly proudRespect the ambition to build something in Nigeria. Let real people and places carry the story.

The Qaba logo.

A cyan building silhouette beside the Qaba wordmark. Always show the complete logo with room around it.

Primary lockup

Building mark

On black

On warm neutral

Construction

A cyan building silhouette paired with the Qaba wordmark in Suisse Intl Bold. Use the supplied artwork to preserve its proportions.

Clear space

Keep clear space around all sides of the logo. Scale it proportionally and keep the wordmark legible.

Don't

Do not stretch, tilt, recolour, outline, or crop the logo. Do not use oversized background logos or decorative divider strokes.

Black, warm white, one teal.

Black carries type and primary actions. Warm neutrals build surfaces. Teal marks the brand and the one thing to do next. The other palette colours are for categories and data, used as light tints.

Black#000000 · neutral-10

Type, primary buttons, dark bands.

White#FFFFFF · neutral-1

Page ground and cards.

Warm#F2F0EC · neutral-3

Muted surfaces, chips, hover.

Teal#00D5D4 · color-1

The tile, focus, selection, calls to action on black.

1

2

3

4

5

6

7

8

9

10

Teal #00D5D4

Green #76EF6B

Blue #009FF0

Violet #E864FF

Success #76EF6B

Warning #FFA344

Error #FF5263

Boing headlines. Suisse Intl for the rest.

Boing sets headlines. Suisse Intl handles interface text, body copy and numbers. Use a quieter colour to emphasise the second clause.

Aa

Suisse Intl

Interface, editorial and data roles, in Regular, Medium and Bold. Boing carries the brand headlines in its supplied Regular weight.

Regular400Medium500Bold700

XXL · 51/55

Your way back in.

XL · 38/42

A real business address in Nigeria.

L · 25/34

Welcome back, Adaeze

M · 17/25

We receive your mail at a real Lagos address, scan it the day it arrives, and forward it when you ask.

S · 15/21

Registered address · Yaba, Lagos

Flat surfaces, soft corners.

Edges are hairlines, not shadows. Corners step from 5px on small controls to 28px on large frames.

Buttons

Fields

Business name

Branch

Forward physical mail weekly

Badges

ScannedRecommendedVerifiedForwardingNew

Corners

5101428Full

Calm, light, in control.

Warm sidebar, white canvas, hairline cards. Teal marks where you are.

Welcome back, Adaeze

2 addresses registered · 3 new letters

My addressesMailBilling2

Yaba, Lagos

Herbert Macaulay Way · since Mar

CAC-eligibleVerified

Mail scanningDaily

ForwardingActive

View address

Wuse II, Abuja

Aminu Kano Crescent · since Jun

CAC-eligibleVerified

Mail scanningWeekly

ForwardingSet up

View address

Add address

Letters this month14

Scanned within 24h100%

Next invoice₦18,500

Grounded. Direct. Warm. Unshowy. Quietly proud.

We sound like someone who knows both worlds, has figured out the paperwork, and is holding the door open. We earn trust with people and proof.

Who we're talking to

Nigerians abroad who keep meaning to register that business back home. They already send money home. Now they want to build something there.

Also: people preparing to return in a few years, and dual nationals who need help choosing a business structure. Respect their experience. Explain the process without talking down.

The message that stays

A real business address in Nigeria — from wherever you live.

The address is the starting point. The wider story is helping people build a business at home, from abroad.

How we write

Short sentences. Plain words.Make the meaning clear on the first read. Explain unfamiliar terms when they first appear.

Name the fear. Answer with proof.Meet the worry about disappearing agents directly. Show the place, the people and the process. A trust badge alone is not enough.

Confidence without hype.Say what we do and how it works. Use “same day”, “verified” and “cancel anytime” only where the service and terms support them. Never promise instant results or guarantees we cannot honour.

Warmth without over-familiarity.Be friendly and helpful. Avoid excessive emoji and forced slang. Use Nigerian English or Pidgin sparingly in social and community posts; keep legal, pricing and onboarding copy in clear English.

Pride without flag-waving.Respect the customer's ambition. Show what people are building rather than relying on patriotic slogans.

Four messaging pillars

Pair each message with evidence. Check the address, service availability and billing terms before making a specific claim.

Real, not rumored.

Show the physical space and the people behind it. Make the address verifiable.

No flight required.

Show how sign-up, registration and mail handling work from abroad. Explain each step and what the customer needs to provide.

Priced like home.

Lead with the Naira price. Be clear about accepted cards, charges and any currency conversion.

A passage, not just a product.

Connect the address to the business someone wants to build. Explain the registration and compliance support available at each stage.

Words and examples

Use

Real. Passage. Home. Address. Yours. Proof. Together.
“A real business address in Nigeria — from wherever you live.”
“The address part is done. Here's what's next.”
“Here's how to check a business address before you pay.”

Avoid

Seamless. Disrupt. Synergy. Revolutionary. Ecosystem as a buzzword.
“Unlock seamless global synergy.”
“Guaranteed instant registration.”
“Trust us.” Show the evidence instead.
Manufactured urgency, forced Pidgin, or calling someone else's ambition a “hustle”.

Taglines by context

Use one tagline per piece. “Your way back in.” is the anchor; choose an alternate when the channel calls for it.

Your way back in.

Primary tagline. Use for the brand introduction, social bio and campaign headline.

Home, without the flight.

For ads and first introductions.

A real address. Wherever you are.

For decks, partnerships and press.

Still home, from anywhere.

For customer stories, founder posts and community content.

What we share

Make the business visible and accountable. Use real stories with permission; redact private details in mail and registration documents.

Scam educationExplain how to check an address or provider before paying.

Proof of a real placeShow the actual space, the people handling mail and the process at work.

Diaspora storiesShare named customer stories and why they decided to start.

Plain-English explainersAnswer questions about registration, tax identification and annual returns. Define the terms.

Founder voiceShare occasional, personal updates from the people responsible for the service.

Treat WhatsApp and Facebook groups as communities. Lead with visible proof and customer stories on Instagram, short explainers on TikTok, and useful next steps by email.