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B2B telecom brand and communications strategy to position global uCaaS brand leader, Mitel, in the Southern African enterprise environment

Brand strategy

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Communications strategy

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Design strategy

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Communications design

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Design system and guidelines

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Creative direction

MiCloud is a scalable and resilient cloud-based Business and Unified Communications platform powered by established global IT leader, Mitel.

 

A new entrant in a highly competitive landscape, MiCloud had an ambitious business strategy that required a new brand to position it against of some of the most powerful telecoms brands in the world, operating in the Southern African B2B enterprise market.

Launching the global brand to the Southern African market required a careful balance of retaining the Mitel brand equity while connecting to the local market segments (decision-makers and end-users) in an accessible way. A balance between 'technical and emotive' was achieved by retaining the MiCloud primary identity and creating a strong visual identity and communications strategy that was uniquely Southern African enterprise.

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