Building a big brand on a small budget
Demonstrating that creating a world-class new corporate identity need not break the bank, strategic branding specialists, Harwood Kirsten Leigh McCoy (HKLM) delivered the goods for one of Alclad's subsidiary companies within extremely tight budget constraints.
Alclad, a leading Pan-African manufacturer of retail shop-fitting solutions, formed a subsidiary marketing company, Umgano, to satisfy the BEE requirements of the business.
HKLM's brief was to create a corporate identity for the start-up of Umgano, and apply it to a set of primary business stationery and marketing collateral, cost-effectively and quickly. The challenge was to create an image that was proudly South African, as well as being internationally competitive.
The name Umgano, which means baobab tree in Zulu, had already been established. Through a process of what HKLM director, Sean McCoy described as 'evolution to revolution', the HKLM team developed a new icon for Umgano that was impactful and contemporary.
"This was an excellent example of cost-effective and practical brand-building," McCoy said. His sentiments were echoed by Tim Baker, group CEO of Alclad, who said : "My long-standing relationship with HKLM has again manifested in a world-class branding solution."
Holland Park Communication Group
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29 Jul 2004 10:04