Joburg creative agency Studio 214 recently completed the first phase of rebranding the Lesotho National Broadcasting Service (LNBS). Together with BLQINC, a Lesotho-based television production company, Studio 214 was appointed late last year to makeover LNBS’s image.
The team developed the rebranding strategy, new positioning and the various, key brand properties, including a new identity, pay-off line and on-air identifications.“Working on such an important project for a neighbouring country fits well into our ambitions of growing into a respected, African company, working across the continent. Johannesburg is just our physical home, but we are very much about Africa in how we approach everything.” Melusi Tshabalala, Studio 214’s managing director shares.
In developing the new identity, Studio 214 ensured that it would be authentically Sotho, eliciting pride in the people the broadcaster serves. “We blended classic Basotho iconography and motifs, with symbolism that depicts broadcasting to deliver an identity that is unmistakably 21st Century Sotho.”
The mokorotlo (Basotho hat), Basotho blanket and Seshoeshoe design styles feature prominently, and the slogan “Tsoha Mosotho”.