New CEO, Kyle Whitehill, had only been in the job a few weeks. Keen to know the more about the industry, he visited a satellite trade fair. He wandered around the hall, unable to find the stand of his company. They all looked the same - ‘metal in the sky’. He knew instantly that here was where to start…
Summer 2018. Avanti Communications needed to change the conversation. They were struggling to sell in Africa, their core market. Employees were demotivated. They had to look and speak differently from competitors who all majored on technology.
But first of all, they needed a compelling and meaningful narrative, a story of higher purpose and common cause that would act as a rallying cry for employees. We spoke in depth with stakeholders across the continent. We saw the untapped potential of connecting the ‘digitally dispossessed’ and the enormous endeavour required to do so. This became their story - ’liberating potential by going the extra mile’.
With the new narrative in place, we set about making it a reality, starting with a new identity. Modern, African, vibrant, it’s consistent with a company going places (often inhospitable places). This came with a fresh approach to communications - how the new story would live in digital, advertising and online environments.
Finally, we helped create a company-wide event, where we unveiled the new identity, and ran employee engagements in the spirit of the ‘new Avanti’.Quite some journey in only five weeks.
We selected Fable because of their unique narrative approach and confident can-do attitude. Their collaborative style helped engage all our stakeholders and align the business behind the ground-breaking new identity and vision of our future.
Kyle Whitehill, CEO, Avanti Communications