Novela Magic

Dynamic channel branding

The Brief

A co-production with our friends at Birthmark for a channel on Multichoice that runs telenovelas from the continent

The idea was to symbolise weaving storylines that spoke the way African fabrics are made.

Client: MultiChoice
Agency: Birthmark

The Process

In an effort to develop imaging that speaks to a Pan-African audience, we examined how cultural production on the continent is expressed and what common threads we share.

Next, we looked at contemporary fashion from the continent and see how traditional textiles are reimagined, reworked and presented.

We conducted a ton of colour studies to find the right one for the target market and differentiate from competitors.

The result was an undulating threadscape of fine striations of thread that made a flag when they come together in a distinctive range of gem tones.

Credits

Wondermerk

Creative Director
Colin O’Mara Davis

Producer
Chris Janse van Rensburg

Art Director
Zene Stoltz