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 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,’ commented 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 added: ‘SHIFT is honoured to partner with Cell C on their growth journey to win the hearts and minds of South Africans.’
