Telecommunications
3 min read

Cell C Brand Launch - Forging a Brand's Future

Creative ideation, live performance execution, and 3D screen animation brought Cell C's 90-day survival story to life through the 'Forged in Fire' concept.

3 weeks
Duration
2 People
Team Size
Cell C
Client

The Challenge

90-day survival timeline, brand refresh needed to be more than cosmetic - a battle cry for resilience

The Strategic Shift

'Forged in Fire' performance concept with dancers and LED screens embodying transformation from raw steel to unstoppable force

The Impact

Secured grand finale slot, official logo reveal, delivered goosebump-inducing spectacle that cemented a movement

"More than a rebrand. A rebirth."
— Cell C Team, Brand Team
# Cell C Brand Launch - Forging a Brand's Future

## The Challenge
Cell C had 90 days to survive. The brand refresh wasn't just cosmetic—it was a battle cry for resilience. Tasked with an opening and closing acts for the internal, media, and public launch, I saw the real challenge: this wasn't about a logo; it was about a comeback.

## The Strategic Shift
Enter "Forged in Fire"—a visceral, high-impact performance that turned Cell C's struggle into a story of strength. Inspired by the brand's manifesto, I conceptualised an immersive experience where dancers interacted with LED screens, embodying raw steel being shaped into something unstoppable. The concept resonated so deeply, we secured the grand finale and the official logo reveal.

## The Impact
In record time, we delivered a goosebump-inducing, high-energy spectacle that didn't just unveil a logo—it cemented a movement. The performance visually and emotionally captured Cell C's resilience, transforming the brand launch into a defining moment.

**More than a rebrand. A rebirth.**
Brand Launch
Performance Marketing
Crisis Management
Telecommunications

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