Three pieces of creative work by Interbrand Sampson will be featured:
- Rock band
NKD (Neva Killa Dream)The band originally took its name from the initial letters of the members' first names. They wanted to help develop and champion a national program to create awareness and prevent drug use by disadvantaged or abused children. They needed a big name sponsor and approached us to help create a brand identity for the program they had named ‘
Neva Killa Dream' to use in their approaches to potential sponsors. The program and the band's target audience is late teen rock/pop fans.
With the new identity, the band secured a major sponsorship for the program from a global electronics group and, subsequent to this, they've adopted the program brand as their own identity.
What was the inspiration behind the design? The swan symbolised the aspirational themes of fulfilling fantasies, dreams and hopes (ugly duckling into a swan) and the overall styling took cues from street art and graffiti.
Art Director Anton Krugel. Designer Jacqueline Sampson
- Hotel Group
CRESTA Hospitality GroupWe first provided Cresta with a brand strategy that would better enable consumer understanding of this brand's relevance, and differentiation in a very competitive segment. Cresta competes in the African market where resources are strained and the brand experience is key. Having defined the brand strategy we created a brand architecture system that would better enable consumer navigation of the brands proposition, while resolving portfolio challenges. Only then could we move on to creating a new corporate identity for Cresta Hospitality Holdings Group as well as application to co-branding/endorsement style to ensure our recommendations were brought to life.
The inspiration behind the design was interpreting the “Distinctly African” essence in terms of symbolism, texture, pattern and style for the corporate brand based on a calabash.
Art director and designer: Belinda Steenberg
- Airline
Nigerian Eagle AirlinesFollowing the termination of Virgin Atlantic's five-year partnership with the Nigerian carrier as Virgin Nigeria, we were asked to work with the company's new leadership to create a new brand for the national carrier.
Based on a strategy of returning to its more authentic, West African roots, the new brand is positioned to be the airline of choice for West African travellers.
An initial brief for the identity revolved around ‘Nigeria', as the word mark, and an eagle as a symbol. We had a different take on the literal eagle, for not only would the icon compete in a very saturated market of eagle icons, but depicting a literal eagle might be counter productive. The challenge lay in creating a unique mark that would create interest and curiosity. Although the inspiration originated from an soaring eagle in the sky, other factors also had to be taken into consideration. National pride and Western African cultural flavours were interweaved, whilst balanced geometry created stability and safety for the new airline.
What was the inspiration behind the design? Rich colourful African patterns in cloth that are so proudly worn by Western African people. An in depth investigation of uniquely Western African colours was also undertaken and the colours: green, red, black and yellow were favoured, with green taking predominance in the design. This colour combination, creates an eye catching experience. The new aircraft and all collateral features the wordmark ‘Nigerian' and a colourful abstract eagle.
Art director and designer: Anton Krugel
Says Group CEO, Doug de Villiers: “It's fantastic to have our creative solutions recognised and chosen by a global publication. From all the work entered, those chosen were a very small percentage, so we are up with the best in the world.”
Adds Design Director, Anton Krugel: “Today branding and design are symbiotic. At Interbrand Sampson we are equally strong in both departments.”
