Our work for Brandtone

Brandtone ? a brand for emerging markets

30 August 2010

Brandtone, a start-up company, has launched a pioneering mobile marketing campaign solution for FMCG products in emerging markets. Initially working with major brands in South Africa, Brandtone is expanding into the emerging markets of South America and Asia, and is also working with emerging brands in Europe. Brandtone's target clients are multinational consumer brand companies. As a business-to-business (B2B) service, Brandtone works on behalf of those clients by creating and delivering mobile-based marketing campaigns. Their innovative end-to-end campaign offering positions them as the potential market leader in this rapidly evolving space. Our role was to create a corporate brand identity that would enable Brandtone to communicate effectively with both Western and emerging market companies and to form the basis of a powerful global B2B brand.

We worked with the Brandtone management team to clarify the company's vision, values, corporate personality and market positioning. We created a vibrant B2B brand mark using strong typography and a bespoke graphic icon that symbolises the partnership of the consumer and the FMCG brand on the one hand and that of Brandtone and their client on the other. 

 

We designed Brandtone's visual language to facilitate the company's growing communications need across digital and print media. It is flexible in application, so as to relate to both the European corporate sensibilites of its direct clients and to the more dynamic approach needed in emerging markets. The striking colour palette of rich red and burnt orange captures both the entrepreneurial spirit of the Brandtone team and the vibrant energy of those markets.