The economic boom of the late 1990’s and the onset of advanced informational technology infrastructure development saw the fast growth of the South African telecommunication and cellular giant MTN. Whilst PJ du Toit was at Enterprise IG, they were approached to design a unique retail experience that captured the brand and set MTN apart from its rivals, the main one being Vodacom. The brief required that a proposed solution possess the longevity and flexibility to adapt to cross-market and regional roll-out criteria.
The primary idea was to increase the use of the illuminated yellow as a key visual brand identifier, capturing top-of-mind of consumers to connect MTN with the strong and bold colour which inherently bears positive associations and is still the most recognisable indicator of the brand two decades later. Consideration was given to the central brand experience in relation to what would need to be a staggered and stratified implementation approach according to different markets, segments and LSM groups.
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