Havas Creative supported the 2021 initiative by committing 67 taglines to the small businesses participating in the campaign. The initiative has successfully been helping SMEs for the past three years. Due to the pandemic, the 2021 event was hosted online.
"Covid and the recent unrest has had an undeniable negative impact on businesses, leaving many people unemployed and many businesses hit hard," says Lesley Waterkeyn, the brainchild behind the initiative and founder and executive director at Over The Rainbow.
"The reality is that entrepreneurs and small businesses are struggling right now. This campaign gives small business owners the boost they need to help kickstart their businesses and allows them to stand out and get noticed, despite the difficult times that we are currently experiencing," adds Waterkeyn.
"The logo that I received represents my vision and it gives my brand a whole new identity that is aligned with what we're about and what we do," says Nothando Ntuli, founder and owner of Fashion Gallery.
"The process was not easy because, during these difficult times, our shop was also looted, which left me defeated. However, the designer that I was paired with helped me realise that my dreams are still valid. He even came up with the expression 'fashion gallery creative living', which made me realise that our brand is not just about clothes. So, we will be adding some new and exciting products to our brand. In the middle of all this craziness, something beautiful was created," adds Ntuli.
"I worked with Ntuli from the Fashion Gallery, whose shop was broken into during the current unrest in the country. She lost everything, which nearly derailed her business, but she bounced back amazingly and enthusiastically and is keen to get her business back on track and even expand it," says Templar Wales, one of the designers that were part of the initiative.
"This has been an amazing experience; the 67 Logos Designathon is an awesome initiative and I am thankful to be part of it. I am looking forward to doing more and helping Ntuli after this to try and get her business into the digital space so that she is not just relying on her physical store," adds Wales.
The event kicked off with a welcome from Waterkeyn and Dawn Nathan Jones, chief executive officer at Over The Rainbow. This was followed by a 'Humanity Matters' talk by creative consultant Ahmed Tilly.
"Some of the stats coming out say that 50 000 informal traders and 40 000 businesses were affected during the unrest last week. The future of our country depends on sustaining and creating jobs," says Tilly.
"Entrepreneurs never give up, and these SMEs here today are the saviour of our country. This initiative saw 69 entrepreneurs coming together with 69 thinkers, creatives working together to give us all a better South Africa," adds Tilly.
"What stands out for me regarding this initiative is the heart-warming outreach from the creative industry to dedicate their time to helping SMEs and entrepreneurs, especially during this time of need," concludes Waterkeyn.
For more information, visit www.overtherainbow.co.za. You can also follow Over the Rainbow on Facebook, Twitter or on Instagram.