CONTEXT

In partnership with The Dialogue Group in Gaborone, CIRCUS! won the tender for the rebranding of Mascom in Botswana. CIRCUS! led the strategic brand platform, the logo, the graphic language and the brand book.

Mascom is Botswana’s pioneering mobile operator. Rooted in the country for decades, it has led many of the innovations that shaped the way Batswana call, connect and do business. Its yellow is part of the everyday landscape, from shop fronts and hawkers’ umbrellas to phones and billboards.

But Botswana is a young country. Half of its population is under 25, and for this generation, a telecom brand is judged on social media as much as on the network. Over the years, Mascom’s identity had aged. It still carried trust and familiarity, but it had lost relevance for young Batswana and struggled to stand out on social media, where conversations, trends and loyalties are now built.

Meanwhile, the market had changed. Competition was sharper, and data, fibre and digital services were reshaping what customers expect. Mascom needed a brand that would speak to the next generation, without losing the bond it has built with the country over the years.