Celtel dials up FutureBrand identity

FutureBrand has revamped the identity for African mobile telecommunications operator Celtel Communications, in a joint venture with ad agency McCann Erickson and Web design group Zentropy Partners.

The work comes as Celtel, which provides mobile services to 2.5m people across 12 African countries, moves to reposition itself as a more consumer-friendly, Pan-African brand.

Celtel International chief marketing officer Tito Alai says the operator, which has its roots in designing network-planning software, had ‘strong technical credentials and brand awareness. But in terms of winning the hearts and minds of consumers, we had a long way to go.’

Alai briefed FutureBrand to create a ‘friendly, cohesive’ brand identity that would ‘engage with consumers on a local level’ across the African continent. ‘The consultancy had to come up with something consumers would buy into and have an affinity for,’ he adds.

According to FutureBrand creative director Steve Trimm, the group has created a ‘simple, hand-drawn’ marque, representing water rippling outward, that draws on Africa’s artistic heritage and can easily be reproduced across a range of materials.

The strapline, Making life better, reflects Celtel’s ability to ‘open up boundaries’, while the ‘modern’ typeface has an approachable quality, he says.

The work launched last week across Celtel stationery, corporate, consumer, press and marketing materials, as well as vehicle livery, signage, product packaging, a website, at www.celnet.com, and advertising.

Trimm say FutureBrand will also redesign Celtel retail interiors on a rolling basis.

FutureBrand won the rebranding work, worth up to £400 000, last June. There was no pitch.