The objective was to showcase DStv’s broad content offering in a way that stood out and was relevant to a particularly design-savvy audience.

This task was made more challenging by the fact that DStv was one of four big sponsors competing for space and attention at the conference.

We needed to get people to take notice, engage with and enjoy the communication. We also wanted the communication to tie into what we had identified as major themes of the 2013 Indaba, namely typography and illustration.

The solution came in the form of creating DStv’s own entertainment-inspired alphabet, highlighting how DStv brings you the A-Z of entertainment. Each letter was individually conceptualised and intricately crafted in collaboration with a young, South African illustration studio.

The alphabet was then used in all DStv’s communication throughout the conference. Four letters were made into giant 3D builds and exhibited in high-traffic areas. Branded USB drives were presented to delegates, allowing them to engage further with the campaign through papercraft letters and digital icons they could take home, play and experiment with.

The alphabet became a talking point on Twitter and numerous other social media and online platforms. Due to popular demand, Design Indaba made the letters available for download on their official website. The project created a platform for local talent. It allowed us to showcase DStv content while remaining relevant to a creative audience. It positioned DStv as a brand that was not only passionate about entertainment, but also craft and design. Most importantly, the DStv alphabet project made sure that DStv was one Design Indaba sponsor you couldn’t ignore.