1010 audits government infrastructure projects in Zimbabwe through data analysis.
Their auditing processes aim to enforce efficiency in these projects, the results of which have a huge impact on the people of Zimbabwe.
1010’s value lies in their ability to get things done – no matter how impossible the task may seem.
To improve the life of citizens and make things work better, more seamlessly, and the way they should – rather than convoluted, outdated ways of doing stuff
– Tigere
We’re knocking on doors and telling people that you actually can do more for people. And at the core of that is the heart and the passion of trying to make Zimbabwe better
– Noma
When people adopt our systems, the benefits are very real and very apparent
– Noma
The Challenge
Strategy
Design
Impact
Credit
At the time of our engagement, 1010 had been operating for over 25 years. As a result, their reputation was attached to expectations of who they were and what they offered. This is great if your business has grown, but the services you offer haven’t changed – but 1010 had been through both growth and change. This meant that their old brand boxed them in. It wasn’t representative of who they are or the extent of their capabilities. They needed a brand that clearly represented who they are and what they stand for both for their internal team and their audience..
The Nicework team undertook a number of interviews with key figures in their organisation, including leadership and team members who bring their culture to life and some of the people who work closely with their clients. We often interview clients as well to get a holistic understanding of the organisation internally and externally. We spent a lot of time investigating what 1010 does, the difference they make in the lives of Zimbabweans and the team’s pain points with their then, current brand.
It became clear that 1010’s motivation is the difference they can make in the lives of their fellow Africans. No matter the challenges they face, 1010 realises the opportunity that they have in building a better Zimbabwe and African continent. They see the potential that Africa holds, and are willing to fight for the needs of its citizens, ensuring they create solutions that make a difference.
To succinctly display the idea of potency, world class auditing and their ability to rise to the challenge, no matter what, we crafted their positioning of ‘Delivering Potential’.
At the start of our engagement, 1010 had mentioned that they weren’t particularly fond of their old name. During our interviews it became clear that the team felt it was a good time for change.
We agreed that this would be an opportune moment to build meaning into every part of their brand, including a new, more suitable name.
We wanted to give them a name that would quickly convey their value to the market, but also something unforgettable and easy to say. After multiple brainstorms, research, and reviews with the team, a name was chosen; 1010 Tech (ten-ten-tech). The ones and zeros of “1010” represent data and the ten out of ten (10/10) represents a perfect audit and serves as a signal to the internal team to reach for excellence in “Delivering Potential” for citizens.
With a sound strategy and name in hand, the goal became visually representing these standards through type, colour and a comprehensive visual language.
1010 straddles two worlds – technology and auditing. Technology can often feel quite intimidating, even to the people who work with it every day. Auditing can feel stuffy – men and women in suits, concerned with spreadsheets and reports. That’s not the team at 1010 however – they use their expertise to make technology less threatening and more effective for the man on the street. Unlike the typical auditor trope, they’re personable and in-touch with the people they serve. They’re a friendly, helping hand, if you will. We needed to portray this in their logo.
When stacked vertically, their logo very clearly shows 10/10, giving a nod to their service and quality of delivery. If you turn their logo 90º clockwise, however, you’ll see that their logo becomes a face, bringing approachability and friendliness to their brand – removing the intimidating nature of the two worlds they play in.
Stylistically, it's future-forward, bold and empowering and leaves both stakeholders and the public with no doubt as to who 1010 Tech is and what they stand for.
The result, although still early after the genesis of the new brand refresh, was an immediate sense of belonging and purpose within the 1010 team. This was a look, feel and philosophy they could collectively get behind and build long into the future. We know that, to their audience, it would be immediately understood as a potent, bold and also friendly tech solution for government infrastructure projects.
Sheldon Stewart - Creative Director
Jason Tuohy - Strategist
Ian Finch - Designer
Naledi Mokhele – Client management and production