Teljoy engaged strategic design, brand and concept agency Xfacta to lead a brand refresh, tasking the group to bring a more contemporary look and feel to the brand.
For years Teljoy was the South African brand associated with first bringing television to South Africa in the 1970s. But it was time to modernise the look and feel of the brand, in line with their expanded offering and their revised positioning that seeks to more actively target a younger and more urban audience.
‘The rebrand aligns to Teljoy’s broader business strategy to engage the needs and aspirations of a younger generation of South Africans,’ said Jonathan Hurvitz, Teljoy CEO.‘Right from the get-go, Xfacta understood our vision for a brand refresh and set about executing it in an exciting way, while subtly paying homage to the Teljoy brand’s half-century heritage.’
The main objective was to create a look and feel that would bring consumers closer to the values and objectives of the brand, showcasing Teljoy as a company that offers a convenient and flexible alternative to the outright purchase of consumer goods.
‘Rent to own is a lifestyle choice, it’s not a ‘last resort’ option. Consumers are increasingly waking up to the value of rent to own as a savvier way to acquire the things they need. Our new look and feel aligns to that sense of empowerment,’ Hurvitz said.
The new Teljoy brand is approachable and friendly. The use of bright and playful colours is a significant departure from the safe red and blue that the brand was associated with for decades, and works to inject a freshness into the offering. ‘Colour was an important consideration as it is one of the most pervasive ways a brand is experienced. The palette we chose for Teljoy reflects their new energy and enthusiasm,’ said Shaun Botes, Xfacta Executive Creative Director.
Xfacta also developed a series of emoji-inspired iconography to be integrated across brand collateral, another acknowledgement of Teljoy’s efforts to broaden their appeal to a younger market. A new library of imagery similarly reflects a sense of playfulness, optimism and, ultimately, choice. ‘We’ve also gone to great lengths to ensure our imagery is reflective of the entire spectrum of our market. While we have a renewed focus on a younger demographic, this certainly doesn’t mean our older, long-standing clients will be overlooked in any way. Rent to own is a choice that makes sense at any life stage,’ Hurvitz said.
Nick Schilperoort, Xfacta CEO, added that it was a great honour to be trusted with the refresh of a brand of Teljoy’s stature, ‘Beyond the legacy aspect, it’s been exciting to work on this project and to reimagine how best to take Teljoy into a very bright future.’
The rebrand has been very positively received by all stakeholders and has injected the business with a new energy for embracing the opportunities and challenges of a new era.
TELJOY
https://www.teljoy.co.za
