BRIEF & SOLUTION
Required for this brief was a logo, corporate identity and small campaign for Zama Futhi, a ‘distance-learning’ institution offering students private Matric re-writes. One key requirement was a unique and differentiating visual identity that would appeal to the target market.
Our team quickly found a solid concept and approach to the brief, our strategy draws inspiration from storytelling and cinema.
We analysed the hero archetype used in story telling to influence our strategy. We looked at the relationship between the master and hero characters and positioned the brand as the master our student needs, presenting Zama Futhi as the means to deny defeat and train with discipline and eventually succeed.
At the point of initial interaction with brand, the student feels overwhelmed and defeated, so Zama Futhi is presented as calm, trustworthy and professional.
