DStv
Industry
Media & Broadcasting
What we did
- Brand Strategy
- Visual Identity
Revitalising DStv: From fragmentation to a unified brand
Objective
Between Q3 2022 and Q2 2023, DStv experienced a 16% decline in brand health. Key issues included perceived product irrelevance, pricing disparities and inflexible payment structures, all undermining the brand's value. Our objective was clear: we needed to reverse the decline in brand value, enhance brand affection and restore relevance in the South African market.
Solution
Grid identified that channel brands such as SuperSport and Mzansi Magic overshadowed the DStv parent brand. To address this, we developed a unifying brand strategy, incorporating distinctive visual elements to ensure each channel contributed to the broadcaster’s recognition while restoring positive associations. We worked to shift perceptions of value by reminding customers that DStv is Africa's most comprehensive entertainment brand.
Result
A unifying visual and brand language, ensuring all channels and product communications contribute to DStv’s brand recognition and perceived value.
