The Challenge 

Pan African housing finance institution, Shelter Afrique, embarked on a new strategy to create competitive advantage for the company based on its deep and longstanding experience of the African real estate and housing market. However, the firm’s ambitious intentions were out of step with its existing brand and Gong was tasked with rectifying this and improving the firm’s brand identity.

The Strategy

First we worked together with Shelter Afrique to clearly define what the brand should be through a series of workshops with key management and internal team heads, and then set about ways to illustrate this through the design of a new brand identity. We designed a full range of collateral including a new logo and brand guidelines book, we developed and wrote the content for a new, dual language website and designed and produced collateral such as business cards, brochures, folders, digital newsletter, and product sales flyers in dual language versions.

The Outcome

Gong launched the new brand internally and the marketing collateral, and created a 12 month strategy plan with clear recommendations for activity to launch the brand externally. Shelter Afrique then created an internal marketing position specifically to carry out ongoing marketing and PR activity on behalf of the organisation.