We needed to infuse a new meaning of authenticity into the MTN brand, to make it brighter, bolder and braver, and once again relevant in today’s market. Having been in the market for decades, there were many brand associations – both positive and negative – that created a heritage that could not be ignored. That’s why we went back to the basics and used MTN’s best known brand asset, the oval, to create a bright and dynamic illustration toolkit to enable the brand's portfolios and all the countries in MTN’s African and Middle Eastern regions to create their own locally relevant artwork.