Recent artwork produced for Lycamobile South Africa. Using the current print-artworks as a bridge to the new concept (previous post) so the transition is incremental and not so unrecogniseable as Lycamobile to the customer. By seeing the posters everyday it is tempting to want to change the designs too often. From the perspective of an in-house designer t seems like the brand is evolving from one week to another yet from the customer’s perspective it may seem very inconsistent and sporadic (due to the frequency of exposure). In order to overcome this, we have sought to maintain the consistency through the branding elements I.e. Header with brandmark, this at least shows we are still the same company known to the customer. Without consistency, the brand becomes diluted and weak, with no personality or tone of voice. This s why most brands opt for the agency approach, whereby one consistent look and feel through copy, design and colours is carefully selected in order to reflect the target audiences’ needs and wants as well as the strategic positioning of the business. This design is then built upon (evolved) very gradually over the course of time so as not to stagnate and become old. As I have shown with the post sighting Doyald Young’s Prudential re-branding even the leading on the character of the word mark can effect how it is read and therefore the vibrancy/fluidity of the brand. By maintaining this style throughout all advertising and collateral we can make sure that the customer is building a relationship of trust with the business (represented by the brand) and doesn’t get confused with greatly varying styles, fonts, colours etc. This will only lead to brand confusion and a dilution of the desired response.