marketing
strategy.
INK OF THE NATION
CONTENTS. Brand Overview
History 04
Ethos 06
Tone and personality 07
Messaging 08
Service Range 09
Challenges 10
Opportunities 11
Pendoring Audit 12
Current Design Trends 16
Brand Strategy
Intro 20
Competitors 21
Demographics 22
Psychographics 23
Social media audit 24
Social media goals 27
Print media audit 28
Print media goals 30
Promotinal media goals 31
Content strategy 32
Objectives 33
Proposed style 34
System 35
Rollout Timeline 37
Social media posts 38
Return on Investment 39
References 40
BRAND
OVEVIEW.
HISTORY.
The Pendoring Awards were established in 1995 with the aim of promoting and
celebrating creative work in South Africa’s indigenous languages. Originally, the
awards focused on Afrikaans-language media, playing a pivotal role in showcasing
the unique creativity within the Afrikaans-speaking community. Over time, the
awards have evolved significantly to embrace the full spectrum of South African
languages, fostering inclusivity and diversity within the country’s creative industries.
In 2016, Pendoring introduced a major rule change that allowed entries in all
indigenous languages, rather than limiting it to Afrikaans. This shift aimed to reflect
the richness and diversity of South Africa’s cultural and linguistic landscape. By
2018, Afrikaans was no longer recognized as a separate category, bringing it in line
with other languages to ensure fair competition across all indigenous tongues.
Pendoring’s inclusivity continued to expand with the acceptance of South
African Sign Language. Today, the awards honour creative content in a variety of
categories, spanning not just traditional advertising but also books, music videos,
social media content, and more, provided that at least 70% of the content is in one
of South Africa’s indigenous languages.
Pendoring celebrates creative expression in a wide range of formats and industries,
beyond just advertising. This evolution reflects a broader mission to promote
creative content that captures the richness of South African languages and culture
across multiple media platforms.
Celebrating
30 years of
Pendoring!
Say it in your language
Celebrating South African Indigenous Language Creativity
BRAND ETHOS.
To encourage and celebrate indigenous language creativity,
supporting a diverse and dynamic South African cultural
landscape. The event stands out for its emphasis on local
insight, honouring work that speaks to South Africa’s unique
experiences and ideas.
TONE OF VOICE
AND PERSONALITY.
Tone of Voice: Personality:
- Bold The Pendoring Awards have a bold,
proudly South African personality that
- Courageous
celebrates creativity, diversity, and
- Innovative indigenous languages with a vibrant,
- Authentic inclusive, and empowering spirit.
- Inclusive
Pendoring celebrates local talent and
- Empowering
culture while inspiring innovation and
- Energetic authenticity in creative communication.
- Engaging
MESSAGING.
- Creative evolution of Indigenous languages
- Promotes creative content creation
- Inclusion of 12 Official South African languages
Unity Diversity Inclusivity Creativity
SERVICE RANGE.
Competition
Judging
Event
Entertainment
CHALLENGES.
Problem areas identified with the current Pendoring Marketing:
- Expanding awareness amongst a broader scope of designers
- Expanding to under-represented languages
- Keeping up with the rapid changing media landscape
- Balancing Inclusivity amongst all languages
- Gaining more followers on Social Media
- Expanding to more views and followers on Youtube
- Wider participation of entries
OPPORTUNITIES.
Building the brand forward, we can increase social media following
and awareness
- Further awareness
- Further elevate indigenous languages in this age
- Embracing new social media platforms
- Expand their reach by promoting specialised to more designers
- Expand their categories to more creative fields.
- They can strengthen international recognition
AUDIT.
2018 2019
- Use of Green, red, blue,yellow and - Similar feel to 2018
black (more muted colours) - Yellow, green, blue, red and black colours.
- Black & White Images - Contrast created with black colour
- White text on black holding shpaes - Black & white images
- White and black text - Pendoring logo used in colour
- Use of circles - Full solid colour background
AUDIT.
2020 2021
- Red, green, yellow, some blue and - Use of rectangles
black colour - Yellow, green and purple
- White text (deeper colours)
- Use of triangles - Lots of small illustrations (mouths)
- Use of patterns through rectangles - Diagonal lines
- Illustrated elements - Coloured and Black & white photographs
- Black & white photography
AUDIT.
2022 2023
- Less colour used - Orange, blue, yellow and pink colours
- Yellow, pink and red colours - Different colour text (each letter a
- Handwritten text different colour)
- Some character illustrations - More playful social media posts
- Fun and playfule style - Use of different languages
- Neutral and textured background - Use of circles in the background.
- Text used as design elements
AUDIT.
2024
From 2018 - 2021 showcases a similar
style and colour palette. They used white
background along with diagonal lines,
triangles and black backgrounds for text.
Their colour use was more bold and bright.
From 2022 to 2024, the use of a more beige
background along with softer colours, more
playful text and characters is used. This
newer style is more playful, inclusive and
easy on the eye.
- Light Beige Background
- Softer colours
- Bold, interrupted and outlined text
- Use of small characters with shapes
- Less colour used
- More playful with the layout and text
CURRENT DESIGN TRENDS.
BOLD MINIMALISM
Minimalism is a timeless and enduring
design trend. In this trend, every element
in the design serves a purpose and strips
away any unnecessary design element to
reveal the essence of the design.
Minimalism is characterised by clean lines,
white space and uncluttered aesthetic.
CURRENT DESIGN TRENDS.
DOODLES
Also known as hand-drawn art brings
out the ‘human’ in design. It plays on
the idea that handcrafted elements
infuse warmth into designs. This style is
versatile and can be used for print and
digital designs.
CURRENT DESIGN TRENDS.
UTILITARIAN DESIGN
This trend is all about functionality.
This trend has gained popularity in
the digital realm and suggests that
by simplifying design and removing
complication, you make the design
easier for users to understand and
engage with. This style creates
boldness and trust.
STRATEGY.
INTRO.
To set Pendoring apart in the social media landscape and
craft visually compelling content that fosters connection and
community engagement, we must carefully consider how the
brand presents itself online.
Social media has become the dominant platform for sharing
content, offering an affordable and impactful way to leave
a lasting impression. The key lies in investing in dynamic,
engaging content that not only captivates the audience but
also builds excitement and strengthens community ties around
the Pendoring brand while giving the potential attendee a
peak into the event.
COMPETITORS.
Loerie Awards Design Indaba Design week SA
Decorex Africa 100% design Africa Assegai Awards
DEMOGRAPHICS.
Target Audience:
21-35
-Creative professionals
-Marketers
-Young creators passionate about South African
Indigenous languages and culture.
Gender:
Male and Female
Race:
Multiracial audience reflecting South Africa’s diversity.
Attendance:
Industry leaders, media professionals, and creative students.
Values:
Cultural diversity, linguistic heritage, creative excellence, and
innovation.
PSYCHOGRAPHICS.
Customer market persona’s:
The Competitive The Student The Attendee
A seasoned creative professional A young, aspiring creator or com- A culturally curious individual who
or marketer driven by a desire to munication student eager to break attends the event for inspiration,
excel in their industry and gain into the industry and make a name for networking, and to experience
recognition for their innovative and themselves. They view the Pendoring the latest trends in South African
inspiring work. Awards as a platform to showcase their creative industries. They attend for
fresh ideas, gain exposure, and connect the entertainment, to support local
They seek validation through with industry leaders. talent, and to immerse themselves
prestigious awards, using their in the celebration of indigenous
success at Pendoring as a way to They value learning, innovation, and languages.
elevate their career and stand out the opportunity to con-tribute to the
among peers. preservation of South Africa’s cultural They value cultural appreciation,
and linguistic diversity. community connection, and
They value creativity, industry enjoyment of South African
leadership, and the promotion of creativity and talent.
indigenous languages through
cutting-edge content.
SOCIAL MEDIA AUDIT.
Instagram
Highly visual platform, great for brand-building, community engagement, and appealing to
younger audiences. Instagram supports images, videos, and story ads, ideal for showcasing
products or experiences. Instagram is more visual than Facebook. Where Facebook focus on
community and engagement, Instagram is focused on the aesthetic visual of a brand. You can-
not join groups and pages the same way as Facebook. Ads for Instagram include feed ads, story
ads, carousel ads, and explore ads. Ads are paid for.
Dimensions:
Feed Ads: 1080x1080 pixels (1:1 ratio) or 1080x1350 pixels (4:5 ratio), 1080x566 (landscape).
Story Ads: 1080x1920 pixels (9:16 ratio).
Media Types: Photos, videos, carousels, and shoppable posts.
Instagram post can showcase the aesthetic element of the event while also generating
excitement and anticipation.
SOCIAL MEDIA AUDIT.
Facebook
Ideal for targeting a variety of demographics with a mix of visual and text content. Facebook
supports various ad types, suited for storytelling, community building, and conversions. Through
Facebook, you can become involved in community groups and pages. This fosters community
and connection as well as engagement. You can create personalised and engaging content to
share with your friends and people in the groups you’ve joined. Ads for FB include Image ads,
video ads, carousel ads, slideshow ads, and instant experience (full-screen ads). Ads are paid for
and you can decide your demographic, amount and time that you want to spend.
Dimensions:
Image/Video Ads: 1080x1080 pixels (1:1 square), 1200x628 pixels (landscape) or 1080x1350
(portrait).
Story Ads: 1080x1920 pixels (9:16 ratio).
Media Types: Images, videos, and carousels with text.
Facebook can be used as a interactive tool to get participant to engage and communcate
with the even and competition. Ads can be boosted and posted to communty groups, while
competitions can be launced along with engaging posts.
SOCIAL MEDIA AUDIT.
TikTok
A video-centric platform that is popular with younger audiences, great for short-form content,
challenges, and highly engaging video ads. TikTok sped the popularity of video creation in
2020 with the COVID-19 pandemic. TikTok videos were later incorporated into YouTube shorts,
Instagram Reels and Facebook Reels. Ads include In-feed ads, branded hashtag challenges,
branded effects, and Top View ads.
Dimensions:
Video Ads: 1080x1920 pixels (9:16 ratio).
Media Types: Short-form videos (15-60 seconds).
Tik tok can be used to showcase previous work and generate hype by showcasing what
happened at previous events.
SOCIAL MEDIA GOALS.
- Reach 5000 followers in the next year
- Share more short video stories of what happened at previous events
- Share content of previous designs
- Share interviews and short clips of those who won to give potential clients
Insight into the event
- Create hype for the next years event
- Allow attendees and participant to share their work en experience (can be
shared by Pendoring on their Facebook account).
- Start to increase their engagement through competitions on Social media
- Introduce designers and judges to the design community
- Create more engagement and awareness in the design community
PRINT MEDIA AUDIT.
Posters
Posters are highly versatile print media that can effectively convey a brand message
in various public or high-traffic spaces. Posters are ideal for local advertising, they are
commonly used for events, promotions, and brand awareness campaigns, delivering a
quick, impactful message through engaging visuals and concise text. Posters are well-
suited for brand-building, catching attention, and sparking curiosity in target audiences.
Placement:
Public areas such as malls, transit stations, streets, schools, and community boards.
Sizes:
686 x 1016 mm
Posters can be used in the Johannesburg area (where the event takes place) to create
awareness and sell tickets.
PRINT MEDIA AUDIT.
Billboards
Billboards are large outdoor print advertisements strategically placed to
capture the attention of passing pedestrians or drivers. Known for their high
visibility, billboards are a powerful medium for reaching a wide audience and
are particularly effective for brand awareness campaigns. Due to their size
and placement, they are designed with minimal text and bold visuals for easy
readability at a distance.
Placement:
High-traffic areas like highways, intersections, and city centers.
Sizes:
Large: 42672 x 14630 mm
Medium: 32004 x 10973 mm
Billboards can be used on the highways in the Johannesburg area to create
awareness and drive ticket sales.
PRINT MEDIA GOALS.
- Create awareness towards the event
- Drive ticket sales
- Be informative and a physical reminder
- Generate excitement (through artist line up)
- Create visibility
PROMOTIONAL MEDIA GOALS.
- Generate a warmth feeling towards the event
- Creating lasting memories/ keepsake
- Serves as a reminder for the event
- Be useful
- Last longer than the event
CONTENT STRATEGY.
To create a successful yearly strategy for the Pendoring Awards, we need to focus on engaging
modern, tech-savvy consumers who actively participate on social media. Here are key elements to
include:
Anticipation in the Launch:
Build excitement leading up to the awards by teasing the launch date and sharing sneak peeks of
the event, categories, and notable entries.
Use countdowns and interactive posts to engage the audience and create buzz.
Excitement:
During the awards season, share behind-the-scenes content, highlight nominee stories, and
showcase previous winners to foster a sense of community and celebrate creativity. Utilize live-
streaming and real-time updates to keep the audience engaged throughout the event.
Next Year:
After the event, maintain momentum by sharing highlights, memorable moments, and the impact
of the awards. Encourage participants to start thinking about their entries for the following year,
emphasising the ongoing celebration of indigenous languages and creativity.
Bragging Rights:
Create shareable content that allows winners and nominees to showcase their achievements on
their social media platforms. Develop digital badges or graphics that recipients can use to highlight
their success, fostering a sense of pride and encouraging others to participate in future awards.
OBJECTIVES.
Brand awareness
Increase recognition amongst the target audience
Grow socials
Expand their social media engagement and following. Fostering a online
community with interactions.
Enhance event experience
Increase the amount of people entering the event across all languages
Showcase Local Talent
Create a memorable event and experience to every attendee and participant
PROPOSED STYLE.
Ink of the Nation
‘Every word writes our future”
South Africa’s indigenous languages are the ink that writes the future of
creativity. We celebrates the idea that each language leaves a lasting
legacy, contributing to the country’s rich cultural story.
Message:
- South Africa’s indigenous languages are writing the nation’s creative
future. Each word and phrase contributes to a legacy of design and of
South Africa’s excellence.
- Ink of the Nation taps into pride, cultural ownership, and the sense of
creating something
permanent through language and creativity.
- Appeals to young designers who value both cultural heritage and
modern innovation.
PROPOSED STYLE.
This style aligns with Pendoring’s mission of
celebrating creativity in South African indigenous
languages, showing how these languages fuel
design and innovation in a colourful and fun way.
COLOUR PALETTE
TYPOGRAPHY
Proxima Nova Regular
Proxima Nova Semibold
Proxima Nova Bold
SYSTEM.
A system created that represents the proposed colours that symbolises each language
represented in the Pendoring Awards. The colour, text and shape combinations work in
duality with each colour to create a comprehensive and consistent style.
ROLLOUT TIMELINE.
Implementation plan of 2025 Pendoring Event
AUGUST - DECEMBER -
MAY JUNE SEPTEMBER NOVEMBER
NOVEMBER JANUARY
START
Share pictures of previous Create Line Up post and Poster Dealine posts Show winners
event to gain attraction Reminder of deadline CTA Social media Show pictures of the event
Start advertising event Competitions Thank you Posts
Place Billboard post Event advertising
ENTRY: Introduce Judges EVENT
Place a Printed ad for the Introduce Artist in Events
event competition Reminder of deadline Social media posts
Place ads on Social media Advertise event on event day
platforms for the event Sponsor post Merchandise
competition
SOCIAL MEDIA POSTS.
RETURN ON INVESTMENT.
-Create content that’s engaging and creates hype
-Current attendees get merch that reminds them of the event
-Encourage participation for next years event
-Ensure higher event count for the next year.
-Encourage attendees to share their experience on Social Media
-Spread the message of inclusivity and growth togetherness
REFERENCES.
- https://medium.com/codeart-mk/graphic-design-trends-2024-52c4b55981df
- https://www.facebook.com/Loeries
- https://www.facebook.com/designindaba
- https://www.facebook.com/profile.php?id=61563546093190
- https://www.facebook.com/decorexafrica
- https://www.facebook.com/100PercentDesignAfrica
- https://www.facebook.com/AssegaiAwards
