HKLM conceptualised Glo's original name, positioning, identity and visual language in 2003, overhauling most of these aspects in 2019 to deliver a new visual language that aimed to be fresh and dynamic.
With representation in eight African countries, HKLM says that it has helped establish and grow blue-chip brands like Glo in 20 of Africa's 54 countries. Most of these have been indigenous brands that have taken on established global brands.
Gary Harwood, co-founder at HKLM, says that it takes a special skill to build indigenous brands rather than coat-tailing big international brands across the continent.
"To do this, you need to get out of your comfort zone and out of the major cities to really
understand the market dynamics specific to different countries, different regions and the different cultures within specific countries," says Harwood.
"Brands are not built overnight; it takes persistence, tenacity and dedication to build a compelling brand capable of standing the test of time," Harwood adds.
Glo is a wholly-owned Nigerian telecommunications company and has been an HKLM client since its inception in 2003. HKLM assisted in positioning the brand as 'proudly Nigerian' and Glo has been widely recognised as being a major contributor to reinstating Nigeria's national pride.
Glo's brand communication aims to celebrate every aspect of Nigerian culture and HKLM has been actively involved in all aspects of Glo's marketing communication, from its print and digital creative executions to its built environment.
"These latest accolades bear testament to the solid brand positioning Glo originally adopted — one that neither us as the agency nor Glo as our client has wavered from over the past 17 years," says Harwood.
"This recognition further speaks to the power of a longstanding client-agency relationship that continues to grow from strength to strength and their capacity to deliver branding communications that resonate with the people," concludes Harwood.
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