/shift
Chapter 3 · Platforms & commerce
Rebrand uniting five gaming brands across five African markets
How do you merge five gaming brands without losing a single market? Build on the strongest one and give it a name every market can say.
/What we built/
The group behind Afriplay ran five gaming brands in five African markets, each with its own products, channels and culture.
Five separate brands split budgets and attention. The group needed one brand that could travel across markets, products and channels, and be simple to roll out.
Language was part of the problem: the strongest brand, Afrijeux, was French, while growth markets such as Nigeria and Zambia speak English.
We assessed every brand, built on the strongest and designed one identity for all five markets.
Reviewed each brand's market performance and what set it apart
Turned Afrijeux into Afriplay to clear the language barrier in English-speaking markets
Made the lion the shared icon, for a fast and low-cost rollout
Delivered the brand book: emblem and wordmark, grids, imagery rules, a French Afrijeux version, and applications from stores and kiosks to billboards and merchandise
A modern identity with strong African credentials
One brand system that travels across markets, product lines and channels
A rollout kit ready for retail, outdoor and merchandise
Today we would test the name and the lion with AI-assisted research in each market before launch, then track how the new brand shows up in search and AI answers. That is the Shift and Signal work we do now.
/More work.
