In Southern Africa there is so much opportunity for us to continually reinvent our own cultural frame of reference in line with international styles and trends. For example our region is so often associated with the so-called BIG 5, that animal imagery runs the risk of becoming a visual cliché. We reinvented the "wildlife genre" for our clients - by introducing wraparound wallpaper imagery which added appeal to paint and hardware packaging while strongly positioning the brand within its region.