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timeSQUARE: Kim Miller

A new corporate identity provides focus, vision and a clear direction for the future.

Juliet Pitman



Kim Millar of timeSQUARE

Kim Millar, founder and MD of creativeagency, timeSQUARE, has experienced first-hand how refreshing your brand canlead to overall business rejuvenation. A recent rebranding exercise has notonly given the company a facelift but has opened doors to new growthopportunities and provided the business with a renewed sense of focus andpurpose.“For many years – since inception really –timeSQUARE was an advertising agency that specialised in the healthcare sector.When I started the business, that’s the sector that we got into initially andclients came to know us for our healthcare related work.” Recently, however,Millar has turned her attention to expansion into new sectors and, with a newbusiness positioning, felt the time was right for a new corporate identity.

“The company’s brand was originally derivedfrom the energy and creativity of Times Square in New York, and while thoseconcepts are still central to the brand, we felt that our old logo and pay-offline, ‘Life enhancing advertising’, while relevant to the healthcare sectorthat we focused on, were only serving to constrain our growth into newsectors,” explains Millar.She adds that the brand needed morevisibility as well. “I was in a big pitch presentation recently and realisedthat, while people were familiar with our work, they had no idea that we haddone it, or even what our brand was. Our research subsequently confirmed thatpeople were impressed by what we’d done but didn’t associate it with us, andthat needed to change,” she says.

Millar enlisted the help of designspecialists, REX, to work on the new brand. “When I first started in business Iused to do everything myself and I put all the money I made back into thebusiness. But we’re fortunate now to be in a position where we can hireexternal experts,” she says. Deciding to bring in specialists was an importantstep because, as Millar explains, “While we work every day on other company’sbrands, as is often the case, we were not great at doing our own.”First and foremost, the new corporateidentity needed to deliver on the company’s expansion goals and reflect thefact that it has spread its wings beyond the healthcare sector and taken onclients ranging from vehicles and fashion to FMCG and pet care.

“As an agency, we are passionate abouturban life and everything that it entails – from the brands that define it, tothe media channels that fill it, and the people that live it. Today, timeSQUAREis fuelled by the passion of South Africa, its people and the brands that formpart and parcel of urban life.” explains Miller.The design team combined the energy of theoriginal Times Square with the company’s expanded focus to create time-SQUARE:the great urban experience. REX transferred this urban energy onto paper in theform of light – the lights that are representative of the energy of Times Square New York, and also representativeof the energy of timeSQUARE South Africa. “Light exists in multiple forms, itis always in motion, and it never ceases to exist. It is the perfect visualrepresentation of the energy of timeSQUARE,” says Rudo Botha of REX, who workedon the brand.

Millar believes the result encapsulates thecompany’s new focus and opens doors for future growth. “It includes ourexisting clients, but also gives us scope to continue expanding our business towork in new sectors and with new brands that also play a role in this urbanexperience,” she says.The new corporate identity is more thanjust a new look on paper. As is so often the case, the rebranding experiencehas helped Millar and her team to focus on what the company is about, where itwants to go and what image it wants to project to its clients. The result is arevitalised company and brand that has a new focus and a clear vision for thefuture. “The process has re-energised the agency for the years ahead,” she concludes.

Juliet Pitman is a features writer at Entrepreneur Magazine.


25 Of The Most Successful Business Ideas In South Africa

Find out who’s making waves in numerous industries and how they managed to differentiate themselves in local and international industries.

Nicole Crampton



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“Disruption is all about risk-taking, trusting your intuition, and rejecting the way things are supposed to be. Disruption goes way beyond advertising, it forces you to think about where you want your brand to go and how to get there,” says Richard Branson.

South Africa has its fair share of innovative and disruptive businesses taking both local and international industries by storm. From cutting edge space technology to reimagined logistics, and innovative business models, here are 25 of the most successful business ideas in South Africa:

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Colin Timmis Says ‘Position Yourself For Success By Starting With The Numbers’

People pay first who they feel pressure from, so people will pay you when they feel pressure from you.






Entrepreneur Colin Timmis founded South Africa’s first cloud accounting practice in 2011, Real Time Accounting. Then, a few years after being appointed as South Africa’s first Xero partner Colin became Xero Country Manager South Africa. Xero is the emerging global leader of online accounting software that connects small businesses to their advisors and other services.

Related: Pat Pillai On How He’s Helped Over 5000 Entrepreneurs Using 3 Key Steps

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Company Posts

Two 20 Year Olds Reshape Entrepreneur Landscape With New Social Investment Platform

The Merge vision is to become the ‘go to’, digital meeting place for entrepreneurs and investors, and to truly make a difference in the world.

Merge Connect




Vital Stats

It’s no secret that finding the right investor for your venture is a challenge that most entrepreneurs face. The current process of finding investment is one that is outdated, and limits entrepreneurs due to a lack of time, and network that is needed to find the right investor. But, this doesn’t have to be the case in today’s digital society, says Zander Matthee and Brandon Bate, co-founders of Merge.

“By making the Internet the middleman, we are able to connect with each other much simpler and faster than before” was Zander’s response. “We have taken advantage of this, and have created a digital meeting place for entrepreneurs and investors” added Brandon.

Merge is a social platform that connects entrepreneurs and investors. It aims to simplify, refine and accelerate the process of finding investment for entrepreneurs, and the process of finding investment opportunities for investors. From idea to developed, the platform allows entrepreneurs to present a brief outline of their venture to a network of all investor types. While doing this, entrepreneurs are able to browse through, and connect with investor profiles that suit their requirements.

Related: 8 Codes Of Success That Helped Priven Reddy of Kagiso Interactive Media Achieve A Networth Of Over R4 Billion

From Private Investors to Venture Capital, and everything in between, Merge allows all investor types to join. Investors have the opportunity to personalise their feed to suit their investment preferences, and will be able to connect with innovative businesses – that are looking for investment – at their fingertips. Only once there is a mutual interest in each other, are users able to enter a secure private chat where they can discuss further and share documents under the protection of a digital NDA.

The two boys became good friends during their time in high school at St Stithians Boys College. However, it was only in their last year, 2016, that they decided to pursue their dreams and create the platform. They didn’t know how to code, so rather ironically, they needed some form of investment to get the platform off the ground.


“We knew we had a mountain to climb, but we believed in our vision and that we were really trying to make a difference, and if we could get others to see that, they would be onboard.” said Zander.

Related: Lessons From The Rich And Famous: Manage Your Money Like Oprah To Avoid Going Into Debt Like Nicholas Cage

Chris Peters is one of these individuals that bought into their vision, and became Merge’s first investor. As a successful entrepreneur and part time investor , Chris saw how much value the platform could bring to all entrepreneurs and investors alike. His marketing and strategic background gave him insight into how Merge could play a vital role in a lucrative space, Brand involvement.

“Entrepreneurship and SME development are two key factors that drive economic growth in developing countries like South Africa. That is why brands are currently getting involved, and looking to support entrepreneurs through various means. We have built a platform that allows these brands to successfully market, and execute on the programmes they have created to assist entrepreneurs.” said Chris

Merge was created to assist all entrepreneurs and investors in finding exactly what they are looking for, regardless of age, race, sex, financial position or social status. That is why anybody can sign-up as an entrepreneur. As long as you are determined and willing to work for your dreams. For too long has the investor space been seen as an “elite club for the select few”, and Merge is here to change that. Whether you’ve gotten your bonus at the end of the year and looking for new investment opportunities, or are an active investor, you can sign-up. Whether you’re currently working, or a retired industry leader, you can join as a mentor.

Their vision is to become the ‘go to’, digital meeting place for entrepreneurs and investors, and to truly make a difference in the world.

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