TLT-Turbo Brand Architecture


TLT-Turbo, a global manufacturer of mining and industrial ventilation products was marketing its products in Southern Africa through a joint venture under the name TLTMechCaL. The global presence of TLT-Turbo not being efficiently leveraged by marketing these two entities separately which was affecting the efficiency of their marketing and sales activities.


  • Oxigen presented a brand architecture proposal to TLT-Turbo global and recommended that their global brand architecture be consolidated and restructuredfrom a market facing point of view, starting with their South African entity.
  • Oxigen handled the full roll out and implementation of the re-brand to TLT-Turbo Africa across all platforms including web, brand collateral, domains and hosting and the establishing of new social media profiles.
  • To ensure buy-in from all stakeholders, Oxigen also ran an internal communications campaign to ensure a smooth transition to the new brand. This helped overcome the challenge of facing change among employees working with a legacy brand.
  • The final rollout was done as a co-ordinated event with the website, social media profiles and PR announcement all going live simultaneously.
  • Within 6 months, the TLT-Turbo Africa name had been entrenched in the market and this was reflected in increased sales.
  • TLT-Turbo global recognised the positive results of the re-brand and consolidation and subsequently signed Oxigen on to roll this out in all regions globally as a means of increasing brand equity and upping sales in a highly competitive environment.


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