Art Direction, Logo Design Motion Graphics, Identity Design
Rebranding Kenya's fast-growing ISP Mawingu to clarify its key essence, purpose and product offerings, and equipping it with a new strategy, brand identity & marketing toolkits to increase reach across Kenya and East Africa, enabling millions of rural customers access new opportunities for work, education, entertainment, and social connections through the power of the internet.
We carried out a brand audit addressing basic brand and business objectives, developing audience and persona’s to identify who we are designing and speaking to. Next, we conducted competitor analysis, identifying points of differentiation and outlined global bench marks. This allowed us to understand the nature of the market identifying opportunities and challenges to inform the strategy.
Further analysis around the the customer and employee experience across different touch-points enabled an approach, defining the possibilities for the brand. This guided the creation of the brand DNA, brand architecture and unique selling proposition.
We carried out an identity audit across current communication and branding relative to Mawingu’s reformed brand DNA and essence, informing a unified identity system around the Mawingu’s secret sauce, opening opportunity. Utilising this modern need and democratising opportunity for all.
The Mawingu identity takes colour from the existing, taking that essence that resonates with existing consumers. It takes elements, such as the wifi symbol from the old, composing an ‘M’ resembling Mawingu in a professional and reliable service with Pan African scalability for the future.
To communicate the Mawingu Identity, we came up with unique stylistic devices the brand to create consistency and recognisability across communication, clearly representing Mawingu. It creates a sense of professionalism and ease of identification unifying elements such as typography, stylistic devices and colour.
Offering it’s services in rural Kenya, the Mawingu brand mark can be used as a dynamic identity system to sit and feel like the environment it sits in for localisation purposes. Appreciating the rural nature and culture and beauty where the brand offers its services.