One stop shop payments platform for businesses across Africa.

PARTNER

Cellulant

CATEGORY

Financial Services

 

 

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01
Where we started
 
Cellulant is an African-based digital payment ecosystem and agriculture marketplace. With an ambitious Brand Purpose: “to create prosperity and opportunity for all of Africa,” Cellulant has been in the market for 19 years and operating in over 35 countries in Africa. Cellulant holds its competitive advantage by the geographic reach across the continent, as well as the deep connection to the community and people.
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What we did
 
West’s engagement focused on developing a scalable Brand Architecture and Platform, Visual Identity, Verbal Identity, Employee Cultural Handbook, and Rollout Strategy. 

During our engagement, Cellulant experienced major organizational shifts from leadership transition. The West team committed to our partnership to help add value during this transition, and turn this phase into a major opportunity to define the new chapter of this legacy brand for the African continent. 
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Where are they now
 
The Cellulant new brand rolled out internally at the end of Q1 2021. Cellulant incorporated West work in all internal efforts — including preparing for their brand new product launch in Q2, and new CEO announcement in Q3 2021. They went on to raise $100 million of of Series D funding in March 2022.
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Cellulant has grown rapidly over the last 18 years yet we were constrained by a disjointed brand, messaging and low awareness. 

We needed a partner that could help us sharpen our story and capture demand. West went above and beyond to work with us as we transitioned the business after a near-death crisis. The team somehow felt like they were part of Cellulant––collaborative, agile, and able to understand our challenges and identify opportunities at every step in the journey.  I believe that the work we have produced together will shape the future of this business and support our growth agenda.

-Divine Muragijimana, Group Head, Global Marketing and Communications

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