Cell C Branding Project

Bringing Cell C's rebrand physically deeper into informal areas, across seven areas split between Gauteng North and Gauteng South.

Gauteng North covered Mamelodi, Atteridgeville, Soshanguve and Olievenhoutbosch. Gauteng South covered Katlehong, Tembisa and Soweto.

The scope was 150 paint murals, 10 high impact signs, 20 wallscapes and 20 signboards.

The murals were built as product-led messaging: each wall carried an offer at a different price point, so the brand and the deal arrived together and the full range of what Cell C offers was visible on the street.

Coverage was planned route by route, with branded spots set by the distance travelled, and each area's walls were split across the three price points in set proportions.

*141# as an education drive

The *141# call to action does a second job. It is where Cell C's special deals live, so every wall teaches people where to find them, turning a mural into a habit as well as an advert.

Four formats, one system

Layouts were designed for paint murals, high impact signage, wallscapes and signboards, so the message held from a wall to a shop front.