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In a landscape where new media threatens traditional print media, NST sought to move from being a newspaper to a content provider.

To that end, Ova was engaged in July 2009 to conduct a rebranding programme that would result in a more engaging, energised and efficient experience for all stakeholders.

Extensive research and numerous workshops later, the brand was established and accepted by its most critical internal stakeholder – the journalists. The challenge now was to change legacy perceptions and culture organisation-wide.

An intensive communication programme was developed and executed to bring the brand to life. Through fun and innovative channels, staff was introduced to the brand. Performance targets were communicated and staff constantly updated on the expectations placed on them. Staff gratification was also served when achievements were communicated. Simultaneously, and since the client had yet to appoint an advertising agency, we developed the advertising campaign that launched the new brand.