Microsoft is the worldwide leader in software services solutions who enables digital transformation for the era of an intelligent cloud and an intelligent edge.

Microsoft South Africa presented TechEd Africa 2013, regarded as the premier Pan African technology event of the year – with promised thought-leadership to change the landscape of the industry and the world as we know it.

Mason was awarded the overall strategy, methodology and creative resource solution role and its teams were set to task crafting the tagline ‘Africa Rising’ and produced a state-of-the-art technology showpiece which offered a glimpse into the future of Africa and its Technology scale – to a 2200+ audience of Technical decision makers, CIOs, IT Professionals, Developers and the Media.

AFRICA RISING – Shaping the Future with You.

Creative Direction

Our Future Deliberately Shaped.

The World around us is Changing.

Technology Central to it All.

Prospecting an Inspired Future.

You Creating, Our Future!

TechEd Africa 2013 happened at a time when Afro-optimism grew with commercial vibrancy, underpinning accelerated growth: Africa Rising!

The “Ubuntu” brought forward by Microsoft Tech-Ed Africa builds a platform for sharing ideas: Shaping the Future with You. Microsoft and the delegates share of in the role of ensuring Africa’s economic Rise – creating the collective; the global village.

The TechEd visual brand identity is built up of Three Elements –

Zebra Stripes + Boabab Tree + Microsoft Colour Blocks = TechEd Africa Logo

  • The Zebra stripes in design “language” bares resemblance to a fingerprint
  • The Baobab Tree is unique to the African landscape and synonymous with knowledge and grounding
  • The African Fingerprint and the baobab tree entrenched in the colour identity of Microsoft

Mason applied the TechEd brand identity, though it’s iconography messages, onto all brand platforms, the Overall Conference and Exhibition Elements, into the Communications Campaign,  Media direction, the overall programme design, Audio Visual Video’s and Inserts, Audio Clips, Branding and signage and the overall execution, making technology central to the brand’s African journey…  This is the time for Africa! The time to shape tomorrow.

The Opening and Closing Keynote presentations offered the most comprehensive education across Microsoft’s current and soon-to-be-released suite of products, solutions, tools, and services – Fused with various forms of enteBRrtainment, a colourful display of artistic yet futuristic dance lit up the large octagon-designed centre stage and accompanied by a showcase of audio visual and audio clips, internationally acclaimed speakers and state of the art technical equipment as part of Microsoft drive to not only show end users and it professionals what is possible with Microsoft but also in an African context.

This mega-event was proudly produced by the Mason team eager to share their insights and knowledge and demonstrate innovative technology solutions.