I was at my desk when a text message came in from the CEO of Robert & John Limited that he would be in for 15 minutes. Few minutes later, my extension phone rang it was the GM (head honcho of the agency) saying: “Asoto, I hope everything is in order, you know he is a celebrity and we cant afford to treat him anyhow”. I gave him the assurance everything was under control. My phone rang again, this time it was the creative director, “ ‘Deola, you do know the reason why I put you on this project was what he said. I nodded my head whilst replying him in the affirmative tone.
Now I was being put under pressure, D’banj(kokomaster) was on his way to the agency for a photo shoot to be directed by me. I had attended his shows but hadn’t met him personally, but this time he was coming to attend my show. I was quite impressed with his humble personality. He was pleased with work done so far and the photoshoot and jokingly said I would direct his next musical video(keeping my fingers crossed). It was a fantastic experience working onsuch portfolio.
Client:Robert & John Limited
Agency: FKG2 NIGERIA now AZZAGAI
Project: Brand Strategy/Identity for Kokomobile
Role: I was responsible for
1. Developing/ choosing basic elements such as typeface selection, color, icons across all brand collaterals.
2. Conceptualizing the visual style (look & feel)
3. Art Direction for communication materials such as print ad, multimedia content.
4. Providing final artwork elements for production.
KOKOMOBILE is a GSM mobile device from Roberts & John which serves the Nigerian and African mobile phone market with unique mobile office applications, games and unique transactional features that enhances the consumer’s social stance.
The strategy was to play on the selected basic consumer benefit (functional and emotional), which is a sense of association to a culture, a community and a celebrity with a bit of permissible exaggeration.
The idea was to play up the mother brand by letting it stand in the forefront and allowing the names of the celebrities to be used to represent in the mobile phone series. The benefit of this is to ensure long-term brand equity for Kokomobile
Logo Rationale: The school of thought/philosophy used while designing was that “everything should be made simple as possible, but not simpler”, so color was added to the dot of the ”I” to create persona and attitude.
The mobile phone is available for purchase in various locations across Lagos and is sponsored by First Bank Nigeria. The phone is currently priced at about N9,800 and has the following features: Memory Card, Flashlight, FM Radio, MP3/ MP4, Latest D’banj and Mo’Hits songs and videos, Facebook, Ebuddy, Nimbuzz, Opera, First Bank Mobile Application, N500 free account opening at First Bank.
There is no better feeling than to see the brand you created on a product, is there?