Branding
M-Selen is Our Telekom's groundbreaking mobile money service designed to transform how Solomon Islanders send and receive money. Before M-Selen, money movement relied heavily on boats, planes, couriers, or third parties—methods that were slow, risky, and expensive.
This project involved developing a full launch communication strategy and brand direction for a national rollout. It required mapping consumer pain points, analyzing the traditional money-transfer journey, and positioning M-Selen as a safer, instant, and more reliable alternative. Because the team operated seven hours ahead, we coordinated early-morning Zoom sessions on my side to match their end-of-day schedule in the Solomon Islands. This strengthened my ability to collaborate effectively across time zones and deliver consistently despite schedule differences.
The strategy defined the brand proposition, campaign pillars, messaging framework, and audience insights across both rural and urban communities. The result was a strong, clear narrative anchored on the promise of “Switch to Better Money” and a modern, secure financial solution built for the realities of the Solomon Islands.
The final output delivered a full, structured launch package that successfully brought the M-Selen brand and campaign to life. Every component was aligned to the core promise of instant, secure, and private mobile money, and the strategy translated smoothly into real-world execution.
The work included the Pioneer launch event concept, logo coexistence rules, campaign messaging matrix, teaser concepts, PR roadmap, and a complete channel strategy covering digital, TV, radio, print, and outdoor. Each asset reinforced M-Selen as a game-changing innovation for the Solomon Islands.
Most importantly, the project was delivered on time, across multiple time zones, and with strong client collaboration. The final presentation provided Our Telekom with a clear, actionable roadmap for awareness, adoption, and long-term engagement, positioning M-Selen as a trusted, modern way to move money nationwide.
