Nine Mobile was reimagined to stand apart in a highly competitive Nigerian telecoms market dominated by larger, better-funded players. Positioned as a brand for the next generation, the new strategy embraces the ‘Naija Spirit’ - celebrating youth, culture and self-expression - and deliberately rejects category conventions. A bold, multi-coloured visual identity, expressive typography and a flexible system of ‘Vibes’ allow the brand to connect emotionally and culturally across every touchpoint, from digital and social to retail and internal communications. The result is a vibrant, human brand that feels rooted in Nigeria’s present and future, building long-term trust and relevance with a young, digital-first audience.