Sahwira Events & Lifestyle Logo Redesign
Sahwira Events & Lifestyle (S.E.A.L) is a subsidiary of Nyaradzo Group. They recently set out to redesign their brand and logo to reflect their new ideals. Point Black was approached by the S.E.A.L. Marketing team to pitch some of our ideas. Ultimately we did not win the final bid but we were so proud of the work we did we wanted to share it here.
Agency: Point Black
Design Coordination: Phil Chard
Designers: Tatenda Jinya & Rufaro Dhliwayo
The Brief
Establish S.E.A.L brand to help educate clients on the different companies within the Nyaradzo Group and where these fit into the bigger vision of the group of companies.
Establish and strengthen the S.E.A.L brand as a strong brand in its own right within the Nyaradzo Group. Success will be measured by how clients recall the logo.
Goals
A classy, distinct and bold logo that relates to the nature of events and lifestyle.
Key Customer Persona Insights
“I am a modern Zimbabwean. I love and care from my loved ones. I want to associate with brands that are innovative, trustworthy, caring, reliable and forward-thinking.”
Rural and urban dwellers in Zimbabwe as well as Zimbabweans in the diaspora.
Mixed-gender aged 18 -65 years cutting across the LSMs. They are people who have heard or experienced a service through the Nyaradzo Group or S.E.A.L but do not fully know or understand the business and its scope.
Key Customer Persona Insights
Target audience has positive sentiments for the Nyaradzo Group.
Many are loyal to the brand and have high brand love for the Nyaradzo group.
They are wary of why the Nyaradzo Group has an events business and maybe hesitant of using the brand as they mainly associate it with funerals.
The target market will consider brands that reflect confidence and a customer-centric nature.
Desired Outcomes & Brand Perception
S.E.A.L is a brand to be reckoned with, a trustworthy brand in its own right.
As part of the Nyaradzo Group, we are sure they will uphold the high standards of customer service delivery.
Develop consideration and switching from competitor offerings.
S.E.A.L is the driving force behind the renowned Nyaradzo Group service delivery.
Design Objectives
Based on the brief supplied the following key design objectives were derived for this project;
Classy - the logo should reflect high fidelity and brand equity
Unique - the logo should borrow some elements from the existing Nyaradzo brand assets but establish its own unique style and identity
Events - the logo should quickly communicate that SEAL is an events brand while also playing off the SEAL acronym.
Proposed Logos and Design Rationale
Logo Mockups