Context
TechTrust Integrated Services is a Lagos-based ICT company supplying video conferencing systems, interactive touchscreens and whiteboards, and luxury gadgets to corporates and high-net-worth individuals. Their partners include Samsung, Poly, Logitech, Yealink, Crestron, and Hisense. Notable clients include NIMASA, UBA, Pfizer, and Ekiti Airport.
The Challenge
TechTrust operated in a dual market, enterprise ICT procurement and luxury consumer technology, two audiences with very different brand expectations. The challenge was building a single brand identity that commanded respect in both boardrooms and executive homes, without compromising in either direction.
Our Approach
Mcafan developed a comprehensive brand strategy anchored in the tagline “Enhancing Business and Living Experience.” The circuit board motif became the visual signature of technical precision and innovation. The “R” mark was established as the Reliability mark, a core brand device. We then produced a 49-page Corporate Identity Manual covering all brand assets, applications, and governance.
Scope of Work
- Brand strategy and positioning
- Visual identity system (circuit board motif, color system)
- 49-page CI Manual
- Industry application guidelines (Government, Health, Education, Finance, Oil and Gas, Telecoms, Aviation, Hospitality)
- Partner and endorsement usage rules
Outcome
TechTrust emerged with a brand strong enough to compete at the top of the Nigerian enterprise ICT market. The CI Manual became the standard for all internal and external brand production.