- SECTOR: Telecommunications -
- TYPE OR WORK: Branding -
- COUNTRY: Kenya
Telkom Kenya was Kenya’s first telecommunications provider in Kenya and was from inception, a government-owned company. In 2007, the government of Kenya sold 51% of its shareholding to France Telecom and the Orange brand was born. In June 2016, Orange France, sold its entire shareholding to Helios Investment Partners, who rebranded the business under the name Telkom, cueing new dawn in Kenya’s telecommunications landscape. With this new brand came a new identity that blends the heritage of Telkom Kenya with today’s cutting edge technology and a great new promise. The scope for the brand was global and completely integrated, including research, positioning, architecture, brand definition, visual & verbal identity, experience and migration strategy, store & environment design and web design & development. Moreover, CIRCUS! was awarded the communication launch campaign and brand activation rollout.
THE STRATEGIC POSITIONING & BRAND IDENTITY CONCEPT
Far from the Masai Mara landscapes, we anchored the brand exclusively in an urban environment, aspiring to engage with the younger generations of Kenyans. The tagline Moving with You reflects the commitment of the brand to be this partner to this modern and progressive Kenya.
We created a strong identity made of an arrow looking backwards, which reflects and transforms into a fast forward icon. The arrow looking left represents Telkom that taps into its strong heritage. The fast-forward icon represents its commitment to be the partner and booster of a modern progressive Kenya.
THE BRAND LANGUAGE
The brand uses fresh and vibrant colours representing the vivid energy of Kenyan’s cities. The brand icon is present in all collaterals, constantly adapting to the media: Store designs, Website, Launch Film etc.
THE RESULTS AFTER 6 MONTHS
+1 Million new subscribers after 6 months
+20% Revenue Growth