afrogermany.de

Background

AfroGermany grew out of a shared feeling: young Germans with African roots, born here and still often not quite belonging. That became a movement making visible, through sport, music and culture, what rarely gets a stage otherwise. Its heart is the Afrikacup, a football tournament with teams from all over Germany, joined by the AfroGermany Festival and AfroGermany Music.

Until then, all of it happened on Instagram, TikTok and YouTube. There was no website. For ticket sales, sponsorship enquiries and press, that meant no fixed address, and anything more than a few days old disappeared into the feed. A fully developed brand identity, on the other hand, was already in place.

Objective

A first website of their own, developed out of the existing brand world rather than from a template kit:

• bring festival, Afrikacup and music together under one roof
• connect the ticket presale and bridge the quiet periods in between
• make the movement approachable for sponsors, volunteers and press
• German and English, because the community is international
• carry the energy of the events without overloading the site

Solution

A presence built from the brand identity. We carried colours, typography and imagery over from the existing brand and thought them through for the screen. No purchased template, but a build that holds up next to the posters and the social media artwork.

One place for every format. The AfroGermany 2026 festival gets its own stage with line-up and trailer, the Afrikacup including its 1v1 format a second, AfroGermany Music a third. Alongside them sit the page about the movement itself and a gallery of past events.

Tickets. The presale is connected directly, with a route to the official ticket shop. Sales phases are part of the concept: while no tickets are available, the site says so clearly and points to the channels instead of running into a dead link.

Getting involved, not just a contact form. Anyone wanting to support picks a direction first: partnership and sponsorship, volunteering, press and media, or something else. A file can be attached, a sponsorship deck or an application for instance. Enquiries therefore arrive pre-sorted.

Two languages with their own URLs. Every page exists in German and English under its own path, switchable from anywhere on the site.

External media only after consent. The site sets strictly necessary cookies only. YouTube videos and other embedded media load only once visitors explicitly allow it.

Outcome

AfroGermany has an address it can hand out, instead of a profile people have to scroll. Programme, tickets and contact sit in one place, sponsor and press enquiries arrive sorted and with documents attached, and the English version opens the movement beyond the German-speaking community. The presence grows with them: every new format gets its place in the existing structure, with no rebuild required.