The challenge

Refresh a long-established local manufacturer so it could compete for younger, fashion-led customers against imported prints.

What we did

• Rebranded the company with new visuals and a new brand identity
• Introduced Safari, a new type of textile, and made the difference between three product lines clear: Safari, Exclusive and Arete
• Three outdoor billboard campaigns a year, each with its own name, concept and theme, including “A Duku Crowns” (a duku is the Ghanaian head tie) and the Lupita Dream collection, African print versions of Lupita Nyong’o’s looks from the year she won her Oscar
• Collaborations with up-and-coming and established Ghanaian designers, including Christie Brown, and from 2013 the first brand to put the designers’ names on its billboards
• Took Printex from wholesale into retail with three flagship stores, in Airport Residential Area, Osu and East Legon, and ran their sales, marketing, merchandising and display
• Introduced co-branded partnerships, starting in 2012 with a music video for Bryte made with Bavaria and Printex
• Planned and hosted the Printex GoWoman Awards at the Mövenpick Hotel, Accra, in April 2013, honouring Yvonne Nelson, Aisha Obuobi, Leymah Gbowee and Nana Oye Lithur, with Baileys and GoWoman Magazine
• Mother’s Day and seasonal campaigns, digital marketing, PR and all press
• Started Printex’s social media and grew it from a few thousand followers