Reclaiming the challenger spirit: SHIFT’s role in Cell C’s brand reinvention
Rethinking the approach to strategic and design thinking
Johannesburg, 2nd September 2024 – In a turning point for South Africa’s telecommunications industry, Cell C has unveiled its bold new brand identity in partnership with design agency SHIFT – one of South Africa’s leading brand and communications agencies. The identity is a nod to the purpose: “To be an ally to those Cell C serves”.
SHIFT was briefed to redefine Cell C’s brand to reclaim its spirited disrupter status with a sense of boldness, edginess and feistiness to resonate with the South African market. The rebranding initiative aimed to create a human-centric, innovative brand identity that both reflects and elevates the brand’s core purpose.
According to Simone Rossum, Executive Creative Director at SHIFT: “We focused on creating a visual identity that feels iconic but also deeply rooted in Cell C’s heritage, ensuring the brand is both relevant and inspiring. The refreshed look reflects Cell C’s commitment to putting people first.”
Every element of the visual language, from the approachable lowercase wordmark and inclusive open C-icon to the bold brand colours and local imagery, reflects the brand’s commitment to allyship.
“Our aim with Cell C’s brand refresh was to clearly convey the strategic intent behind our transformation, reaffirm our commitment to customers and highlight our purpose as an ally to South Africans through the enhancement of their experiences and the value we provide,” comments Melanie Forbes, Chief Marketing Officer at Cell C.
These elements combine to create a brand experience that is both impactful and accessible, reinforcing Cell C’s role as a spirited disrupter in the telecommunication sector.
Rossum adds: “SHIFT is honoured to partner with Cell C on their growth journey to win the hearts and minds of South Africans.”
Credit List:
CLIENT
- Melanie Forbes – Chief Marketing Officer
- Lethiwe Hlatshwayo – Managing Executive: Corporate Communication
- Tamaryn McPherson – Executive: Brand
- Chris Hendricks – Senior Manager: Brand
- Kim Lugube – Brand & Sponsorship Manager
- Ryan Gould – Executive: Customer Research and Insights
AGENCY
- Terri-Leigh Cassel – Managing Director
- Michael dos Santos – Strategy Director
- Lerato Mohlaudi – Strategy Analyst
- Simone Rossum – Executive Creative Director
- Christo Kruger – Creative Director
- Nicola Spurdle – Head of Design
- Joanne Theron – Senior Designer
- Shelly-Ann Scheepers – Senior Designer
- Nomonde Mtetwa – Designer
- Marèzane Trollip – Senior Designer
- Lavashnee Naidu – Senior DTP Operator
- Neela Bamberger – Business Unit Director
- Samukelisiwe Mbatha – Senior Consultant
- Lilian van der Merwe – Conceptual Copywriter
- Claudette Storrar – Senior Copywriter
- Jaco Burger – Typographer
- Ongeziwe Gabela – Traffic Manager
