BRAND MASTER
Young Motswana urges youth to shake off poverty
Ephimotswe Tshireletso is the mind behind the new UNDP Supplier Development Programme (UNDP-SDP) now called ATISA Supplier Development Programme (ATISA-SDP). Tshireletso, a passionate entrepreneur who hails from Molapowabojang recently emerged victorious in a call for proposals for the redesigning of the UNDP-SDP out of 80 entries, winning himself P30 000. The rebranding exercise was launched by the Minister of Youth, Sport and Culture, Tumiso Rakgare in 2021. The 28-year-old who has diverse interest in the creative industry runs and operates a number of entities. Among them, 4th ID Design Firm – a Design and Communication Firm, where he is Co-Founder and Brand Designer.
He tells The Midweek Sun that 4th ID was established by three young men who met and studied together at the University of Botswana in 2017, himself, Gabriel Ndlovu and Tirelo Gilbert. It currently has eight full time employees.
His message to other young people is that unemployment and poverty exist in the mind, and not in one’s pocket. “If one would develop their mind, they could become anything they want,” he says, adding that with ample resources like YouTube, unemployment has almost become a choice. When he first saw the UNDP call for proposals, he could not resist and decided to submit. “I had a great time working on the new UNDP-SDP. I was particularly excited that it was a re-branding project the type of projects that I am always thrilled to work on,” he says, adding that winning was ecstatic, as it brings a level of validation to him as a Brand Designer. This was not the first that he worked on. Tshireletso has worked on a good number of reputable and significant brands over the years including the University of Botswana, Radio Botswana, Bank of Baroda, and has developed over 300 brand identities for organizations like Botswana Bureau of Standards - Competition and Consumer Tribunal. According to Tshireletso, it takes keen attention to the research phase and following a proper human-centred design process to ensure that you yield an identity that will connect emotionally with the target customers. What he would like companies and individuals to know is that a logo is not a brand. “A brand is rather the perception that your audience holds regarding your company. It is then up to you on how you want your company to be perceived, that is where we come in as brand developers and storytellers,” he says. In his view, a good brand is one that tells a lot of stories. One that has a strong brand identity that is versatile, memorable and timeless. Since establishment, Tshireletso says 4th ID’s has made strides. Among them is that they have unearthed and developed over 1000 brand identity systems for start-ups and Small Medium Enterprises. “We pride ourselves as a firm that has been part of the start-up journey ad story of a entities in Botswana,” he says. Tshireletso’s top impressionable brands across the world include Nike, Mercedes-Benz and Nandos. All these because of their use of powerful marketing tool called storytelling. With Forbes Under 30 Summit coming to Botswana this month end, Tshireletso is happy that he will have a privilege of attending as part of the audience to learn and be impacted by the sessions and lessons from the esteemed event.