Design@Bay Coffee Table Booklet (Part 1)

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International Education Association of South Africa

www.ieasa.studysa.org

August 2016 Copyright © UNCDF All rights reserved

Cr ts Roadmap

INSTALLATION O THE UNIVER

Strategic Brand Innovators

by Jeremiah Grossman

L’OUTIL DE DIAGNOSTIC DU CADRE RÉGLEMENTAIRE

EN RÉSUMÉ

for Digital Financial Services

Study on Know-Your-Customer

Les services financiers digitaux (SFD) ne sont pas nouveaux. Ce qui est nouveau, en revanche, c’est la priorité accordée aux moyens de promouvoir l’utilisation de la finance digitale en vue d’améliorer l’inclusion financière. L’outil de diagnostic du cadre réglementaire (RDT) est un instrument permettant aux régulateurs d’analyser leur cadre réglementaire afin d’identifier les obstacles et/ou d’éliminer les lacunes empêchant l’adoption de ces services, ainsi que de promouvoir l’inclusion financière.

Creating Opportunities

Dans un cadre idéal, l’inclusion financière supposerait « l’accès universel à un large éventail de services financiers qui peuvent être utilisés à tout moment, selon les besoins. » – Banque des règlements internationaux et Groupe de la Banque mondiale

L’OUTIL RDT A ÉTÉ CONÇU POUR AIDER LES RÉGULATEURS À ATTEINDRE LES 5 RÉSULTATS SUIVANTS :

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UMP FOCUS

LEARNING AND 2015 - 2019

Established in 2000, Design@Bay is a leading Strategic Brand Communication and Design agency located in Port Elizabeth, South Africa. We are strategic brand innovators —connecting brands to audiences locally and globally through custom-crafted brand solutions across all platforms; these include print, broadcast, digital and social media.

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The agency is trading as DESIGN@BAY CC and is a B-BBEE level 1 compliant company, affiliated and accredited with various national and international organisations:

Some of our Past and Present clients:

Creating Opportunities

International Education Association of South Africa

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International Association of Business Communicators (IABC)

Equipped with extensive investment promotion and higher education marketing experience, we leverage design thinking to deliver creative, strategic and sustainable solutions. We are an innovative and reliable partner in achieving strategic brand communications that advances your SMART goals.

Marketing and Communications We develop and implement custom-crafted brand solutions, effectively positioning your brand to its target audience, delivering targeted above the line (ATL) and below the line (BTL) collateral.

• • • •

Research & Analysis Marketing & Communications Strategy Brand Strategy & Architecture Sales Strategy

Strategic Branding and Design Dipti Varghese Managing Director Design@Bay was founded by Managing Director, Dipti Varghese, who holds a Master of Design Degree and 30+ years of experience in the exclusive communications industry in India, Japan and South Africa. This award-winning and passionate leader continuously inspires the Design@Bay team through her internationally attuned vision of a world improved on every level through thoughtful, conscious design.

Nelson Mandela Bay Business Chamber

Public Relations Institute of South Africa (PRISA)

We develop, interpret and implement innovative multiplatform solutions that leverage an apex in brand communications development and management.

• • •

Brand Design & Management Content Creation & Management Campaign Development & Management

Digital and Social Media Marketing We create and distribute valuable and relevant content for tactical digital and social media pollination that drives customer engagement and action.

• • • • •

Digital & Social Media Marketing Strategy Digital & Social Media Content Creation & Management Digital & Social Media Analysis & Reporting Digital & Social Media Advertising Website Design & Development



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Innovative Communication

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Global Marketing of South African Higher Education The International Education Association of South Africa (IEASA) is a non-profit organisation, established to assist South Africa’s tertiary institutions and students in benefiting from and participating in world markets, and to provide a platform from which they can respond to international educational trends.

` The Challenge IEASA needed an attractive, professionally designed and informative publication that could assist in marketing the organisation and South African Higher Education. It was essential that this communication reach global audiences, crossing oceans and cultures in a cost effective and appealing medium.

The Strategy Starting with the end in mind, Design@Bay’s strategic approach was to digitally transform the publication to enable IEASA to distribute a much lighter, interactive version of the weightier print magazine. We have developed and managed each issue, from content creation and editing, to design and layout, digitization and final print.

' The Fix We strategically branded the Study

marketing sector. Endorsed by the

South Africa’s higher education

South Africa magazine and succeeded

South African government, this

facilities, their capacity and excellent

in placing the publication within the

100-page A4 publication is intense

offerings, as well as providing a taste

niche international higher education

in information, with feature articles

of the country’s study environment.

and images that showcase

CONTRIBUTING TO THE

WORK OF THE WHO The World Health Organisation (WHO) set of Biobehavioural Survey Guidelines are a welcome addition to its list of valuable documents targeting those who plan to conduct biobehavioural surveys of HIV and HIV-risk behaviours in their countries.

` The Challenge

The Strategy

The WHO required clean, clear and

Design@Bay’s approach combined

aesthetically impressive design and

meticulous content management, as

layout of its important Biobehavioural

well as alignment to WHO branding

Survey Guidelines.

guidelines, with creatively packaged information that is engaging to the user.

' The Fix Our studio presented a mass of information on various levels within bold, clean infographics. Accurate data capturing had to be safeguarded and the information relayed through various tables and graphs. We created printready versions of the document, as well as interactive PDFs, with hyperlinking contents pages for ease of navigation in the digital platform.

The Place of the Rising Sun The University of Mpumalanga is one of the youngest universities in South Africa. With exciting programmes designed to match the features and character of the Mpumalanga Province, UMP’s goal is to attract students and academics from across the country, the continent and beyond.

` The Challenge Design@Bay was tasked with the provision of strategic marketing and communications services to the fledgling university.

The Strategy With the UMP account, our work involved strategy development, content development, writing, proofreading, design and layout, as well as the development and management of various digital and social media platforms.

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A vision to lead in creating opportunities for sustainable development through innovation The Tfokomala Hotel and Conference Centre is a stylish testament to UMP's creative energy and design innovation.

Built as a hotel with a purpose, critical communications tools and assets were developed for the grand opening–marketing material, including brochures and an 80" showreel highlighting the hotel's features as a place of nurturing, well-being and gathering.

TEL HO E AL A CENTR KOM NCE TFO NFERE &C

Tfokomala is underpinning concept of A Place of Nurturing –The comprehensive g hospitality students with "a hotel with purpose", acquaintin n of theory e through practice. The integratio operational skills and knowledg n the professional preparatio in pillars tal fundamen and practice is one of the ially, with qualified and commerc operates hotel of hospitality students. The all the services. in students mentoring experienced professionals

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From Digital Financial Services for the Women of Uganda... (#DFS4Women)

Digital Financial Services for Women (#DFS4Women) is an annual knowledge sharing conference funded by the United Nations Capital Development Fund as part of its global Mobile Money for the Poor (MM4P) programme. It aims to provide women in Africa and Asia with better, more affordable and more useful digital financial products and services.

The Strategy Our approach captured the essence of this programme with the design of an infographic that depicts the cyclic progression of the empowerment process for women from the various countries included in the #DFS4Women campaign programme. This was rolled out across multiple platforms at the Ugandan event.

' The Fix A light and appealing, multi-page event programme was produced, available in both French and English.

Guided by the hierarchical structuring of the information, our approach was to layer the size of the pages so that the titled footer of each remained visible, making the content easy and quick to access. Other features of the programme included its unique binding mechanism which allowed it to be attached to the branded lanyards and carried conveniently around the neck.

` The Challenge Design@Bay was tasked with developing and establishing a corporate identity for the #DFS4Women campaign launch event in Uganda in October 2016. The brief included thematic event elements, such as air-tech banners, as well as branded lanyards and an event programme with a difference.

SCHOOL

...to SAB’s Extra Cold Refreshments

` The Challenge For the Hansa Pilsner sub-brand: The Hansa Fish River Canoe Marathon, sponsored by Hansa Pilsner, is South Africa’s biggest annual canoeing race and one of the most popular worldwide. SAB commissioned Design@Bay to enhance awareness of

South African Breweries (SAB) is the country’s top brewer and distributor, and the second largest brewery in the world. Amongst its much loved brands are two beers that are household names, not

the brand and to promote this event specifically.

For the Castle Lite sub-brand: Design@Bay worked with SAB to launch its first Castle Lite product brewed and packaged at the Ibhayi

only for their great refreshment

brewery in Port Elizabeth. Our team

but also as naming sponsors and

created media awareness about the

major supporters of some of the

new development, as well as the

biggest events in the vibrant South

promotion of the Castle Lite

African sporting culture.

sub-brand.

SH 2016 FI

The Strategy As part of a larger marketing and

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communications function, we assisted SAB with its publicity campaigns.

From conception of the theme to the development and production of all the thematic elements for the Hansa Fish event, our strategically crafted content was developed according to strict branding guidelines, attracting the attention of the media and other stakeholders.

' The Fix We were instrumental in

essential buzz through crisp, clear content and critical press linkages.

Design@Bay

this world-class sporting

on the Hansa Fish Canoe Marathon event, managing successful ww.fishmarathon.org.za media launches to create the

Port Elizabeth

creating awareness for

7 - 8 OCTOBER GRASSRIDGE DAM TO CRADOCK SPORTS COMPLEX

AFRICA’S FIRST AUTOMOTIVE CITY...

Tshwane Automotive SEZ A world-class automotive city, Tshwane Automotive SEZ, located in the Gauteng Province, in the green City of Tshwane, is an attractive and preferred investment destination for the continent’s automotive industry.

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The Tshwan e driver of eco Automotive Specia l Econom nomic gro ic Zone is of the Gau wth in the a key teng provin City of Tsh wane and ce, with a participat the rest mandate ion for SM to promo ME the region te econom , the Tshwan s and to create dec ic ent lead in gro e wing Africa Automotive SEZ invi employment in ’s new ind tes you to ustrial rev take the olution.

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TO TAKE THE LEAD USTRIAL REVOLUTIO IN GROWING AF RIC

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N A’S The projec t will reap socio-econ communiti omic ben es and SM efits for bot MEs. Ove the City of r 20 000 Tshwane jobs will be h local residents created for over a per iod of tim 1786 PERM e.

` The Challenge As part of a broader recruitment strategy, we created an awareness and engagement campaign for the SEZ.

Favourabl e governme nt incentives value-adde d , investor world-clas services have also support and enabled the s investm ent opport TASEZ to unity. become a The develo pment of the TASEZ 162.6 hec real estate tares and will be roll spans an ed out in area over pha ses.

MEAN

INGFU OPPORTUN L EMPLOYMENT AND BUSIN ITIES FOR ESS SMMES

JOB SEEKERS

VISIT WW W.TASEZ. CO.ZA TO SUBMIT YOUR CV ONLINE OR SMS YOU R NAME”, AN “FULL D WORD “CV” TO 45775.

SMMES:

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IT WWW.T The TASEZ CO.ZA FOR ASEZ. is commit ted to me opportuni INFORMATI MORE aningful em ties for com ANENT OP ON ON ployment mu and larger ERATION SMME OPP and busine Gauteng pro nities and SMME AL JOBS ORTUNITIE ss s The TASEZ in economic vince. It has the OR SMS project pro interventio YOUR “FU S crafted sus City of Tshwane vides un-par between ns this projec LL NAME & tainable soc the living NAME OF t. Local com that also centre the allel connec iocity, green including em ben tivi mu SM plo ty nities will eficiaries ME” TO 457 YOUR and harmo yment, whi city, an array of be prioritis of ny 75. le 30% res state-of-th and the productive facilities, not readily ed with 70% erved for and suppor city e-art moder available imported of all t services. in n infrastruc , linkages to Pre the spe fere pro cialised skil nce, howeve vin It provides regional and ture, ls direct r, will be giv ce or the rest of the easy to Sou from the internation country. surroundi en to can thern African al markets, and ready didates ng commu makes it a making exp nities. truly world-c Development Com orts munity (SA lass African The TASEZ DC), which developm automotiv ent will cre e city. activity into DIRECT AN ate the region D READY socio-econ , as well as an influx of econom LINKAGE INTERNA omic ben ic generate S TO REGIO TIONAL MA efit and SMME NAL AND RKETS s in the foll s for both local com munities owing ind • Securit The autom ustries: y; otive sector • ICT Ma receiving intenance; foreign inve has been one of the • Faciliti most visible stments, diversifie es Mainte making Sou d manufact nance; • Constru uring bas th Africa the sectors manufact ction; e in the reg uring sec largest • Autom tor, vehicle ion accounted otiv and compon . As the largest for • Marketing e Supply Chain; ent in 2019, whi 27,6% of South Afr and Adverti ica’s manuf production le the bro • Catering ade to the GDP acturing out and Events sing; stood at 6,4 r automotive indust put • Informa ; AUTOMOT TSHWANE represent ry’s contrib tion and Tec and s an increa %. The automotive ution IVE SPEC hnology (am industry, sin role in the therefore, ong others IAL overall Sou gly important stra Be part of ).

ECONOM tegic and th African directly on “Af catalytic economy ma IC ZONE the Tshwan rica’s First Autom by impact GDP, emplo ny important asp otive City e ing ects, yment, skil ”, Zone, a pro Automotive Specia technolog ls developm such as contributio l Econom jec y, and inn n to ent, econom ic dtic and the t by the Gauteng ovation. ic linkage Gov City of Tsh ernment, s, wane.

www.tase z.co.za

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The Strategy Our approach was developing and implementing an integrated marketing strategy—a brand communication and stakeholder engagement campaign for the TASEZ. The campaign message targeted the primary segments, jobseekers and SMMEs, to access meaningful employment and business opportunities.

' The Fix For 10 weeks, we implemented a targeted multi-platform media campaign across various traditional and new media platforms. From advertorials to emailers sent to a database of about 4000 programmatic banners in both static and gif formats to different radio adverts placed on various Tshwane community radio stations in three languages (English, Setswana and Afrikaans) and social media (Facebook, Instagram, Twitter and LinkedIn) lead, awareness and engagement campaigns were inviting all job seekers and SMME’s to be part of this world-class automotive city. The campaigns more than doubled the expected engagement and awareness numbers.

VWSA - The Road, The Read The Volkswagen Magazine is a biannual glossy published by VW South Africa. Intended to capture the imagination and build brand loyalty amongst current and potential customers, this is an A4 size, 64-page publication with a distribution of 60 000 copies per run.

` The Challenge Design@Bay was commissioned for the turnkey production of this publication, from design and layout, content development and editing, photography, through to print.

The Strategy Fresh, inviting layout and design for the individually crafted pages, along with high quality images that reflect the VW brand, complemented the packed and diverse editorial content to ensure not only an effective brand communication medium but also an informative and inspiring read.

' The Fix A tight editorial and design team, with capacity to produce high quality content, ensured smooth client liaison and delivery of a glossy magazine that reflects VW’s internationally benchmarked standard. From inception to pre-production, our role encompassed the compilation and sourcing of all information for the publication, including photography and interviews needed as part of the information gathering process, writing, copy-editing and proofreading, managing the structure and hierarchy of the magazine, and ensuring a clear distinction between the four categories (people, business/industry, innovation and travel) that make up the content of the publication.

It’s never just a box

At the forefront of the global fight

AGAINST GBV The United Nations High Commissioner for Refugees (UNHCR) is at the forefront of the global fight against Gender-based Violence (GBV) and is a strong advocate for the Protection of Children (CP).

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intellectu al disability At the refug ee camp, there are three staff the distributi working at on desk. Men are queuing while Adna n is distributing items to the group.

We created several high-end product products for UNHCR, thoughtful and strategic communications tools —fully accessible publications in pdf and other formats such as the AGD Report, illustrations and infographics. Our work endeavours to support the work of UNHCR —saving lives, protecting rights and building a better future for refugees that make these communities better for forcibly displaced communities and stateless people.

DIGITAL SOLUTIONS FOR COEGA SEZ

Coega Development Corporation (CDC) is one of the leading investment platforms in the Eastern Cape of South Africa. CDC runs the first and largest IDZ in the southern hemisphere with 9,003 hectares of land and one of the first Special Economic Zones (SEZ) in South Africa, the Coega SEZ.

` The Challenge Along with our technology partners, our task was to create digital tools customised for optimum lead generation.

The Strategy Our approach was to develop streamlined digital solutions that firmly position CDC as a prime location for investment.

' The Fix We developed the Interactive Virtual Map, a streamlined tool to enhance the investor, stakeholder, and client experience and effectively promote Coega SEZ as a world-class investment platform. The map is optimised for responsiveness, viewability and integration with the Coega SEZ application, giving investors and other stakeholders access to SEZ at their fingertips, wherever their location.

MM4P in Zambia Mobile Money for the Poor (MM4P) is a global programme funded by the United Nations Capital Development Fund, in partnership with the Swedish International Development Cooperation Agency (SIDA), the Australian Department of Foreign Affairs and Trade (DFAT), the Bill & Melinda Gates Foundation and the MasterCard Foundation.

` The Challenge It was essential that such a complex concept be communicated clearly and with broad appeal. Well-crafted design and layout was required for an informative pack, as well as an appealing and succinctly informative infographic that would explain in a glance the social empowerment being achieved by the MM4P programme.

The Strategy We packaged the content of the information sheet in a visually effective manner for quick engagement. All graphics developed for the two page document were aligned to the organisation’s corporate identity and brand.

' The Fix The result was a strategically designed, great looking introductory document, with information in both English and French to further ensure understanding, which worked brilliantly for the client.