"The existing brand had been used for the past four years but had failed to build a strong preference in the current marketplace due to its poor visibility. Our brief was to take the current corporate identity to the next level - where the vibrancy and dynamics of the company could relate to its marketing collateral - and ultimately, speak directly to its highly technological, multi-tasking target audience," explains Chantel Crocker, Santana Graphix founder and MD.
"Its target audience is the millennial generation, born between 1982 and 2003 and also known as Generation Y or the new 'Great Generation'. According to international researchers William Strauss and Neil Howe, these teenagers display ambition, confidence, optimism and a capacity for high-level co-operative work. At the same time, they measure high on scales of stress, conventionality and over-reliance on parents.
"When assessing the client's current corporate identity, we started with the removal of the clinical white background and then intensified the dull green detail. A sophisticated black background was later incorporated, with a three dimensional global and energetic orange spot colour to lift the overall design effect. The change has been dramatic, although not so completely left field that the original brand building has been completely lost."
"Santana Graphix has added contrast, movement and most of all, modernised the complete effect," says Liza Manoussis, owner and CEO of Global Education. "We are aiming to re-launch mid-July and believe that our target audience of young and ambitious school leavers looking to study abroad, will respond positively to our new positioning within the market. The various above- and below-the-line marketing collateral mechanisms will be rolled-out next month, across our five branches including; Johannesburg, Pretoria, Cape Town, Durban and Zimbabwe."
