Category Archive: Branding

  1. NSSF Friends With Benefits TV Show – Behind The Scenes

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    The Friends with Benefits TV Show features 20 contestants competing for 30 million Uganda shillings as they narrate their successes from utilizing pension benefits.

    An initiative of National Social Security Fund (NSSF), the show aims at educating the general public about a savings culture and better usage of the NSSF benefits.

    In collaboration with Fireworks Advertising, Media 256 and Quad A, Addmaya produced a TV commercial, Opening titles and supporting graphics kit for the show.


    Fireworks Advertising challenged Addmaya to refine the show logo for mass application. Based off the agency’s initial artistic direction, we restyled the logo giving it a beveled game-show look whilst maintaining its clarity across different distribution formats like TV, print and social media.


    “Friends With Benefits has been as a result of teamwork and professionalism from all the players.  There has not been a show that has been produced to this level of excellence. It only means that there is a lot of quality work coming from Uganda. This is just the beginning. The sky is the limit. ~ Conrad Okello – Fireworks Advertising

    TV Commercial

    Museums take us where we’ve never been. Building on this idea, the TV commercial guides the audience through an exquisite museum showcasing highlights of the participants’ stories. The commercial evokes an emotional connection to the show’s premise – celebrating success.

    Crystal Newman and Gaetano Kagwa were filmed on a spacious green screen stage at Solo FX in Luzira. The green screen was carefully calibrated with tracking markers to enable replication of camera movements in 3D environments. The DOP on stage, Ekuka Isaac shot at 25fps and 50 fps giving us flexibility in post to achieve a nostalgic cinematic look.

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    In post, a photo-realistic 3D museum was modelled, textured and lit to match the artistic vision. The rendered museum was then comped with the tracked green screen footage.


    Show Opening Titles

    The TV show opens on an emotionally captivating sequence featuring sculptures frozen in time. The titles extend the museum premise set in the TVC. Sculptures are often designed to celebrate people and offered a great artistic opportunity to explore.

    “The title sequence defines a lot about the show. What did we want the audience to feel when they watch the titles? Will the titles hook them? Will they inform them about what they are going to see?” – Peter Mukiibi, Creative Director, Addmaya

    The sculptures mirror some of the contestant stories shot by Media 256; from the man milking a cow, the woman carrying a basket of bananas on her head to the student holding a graduation cap.


    To achieve the desired look for the sculptures, we challenged our 3D team to explore the latest advances in GPU-based rendering.


    “GPU-based renderers offer great flexibility in look development and enable render times up to 10 times faster than traditional scan-line renderers. With a deadline of less than 2 weeks, we were able to pass out most shots to compositing in time” – Francis Matovu, 3D Artist, Addmaya

    A volumetric lighting approach was essential in pivoting the scenes around the sculptures and grounding the night-at-the-museum feel.


    Hot off the success of scoring Media 256’s hit-show Discover Uganda, Quad A was invited to dictate the audio experience of the show. Quad A’s sound work on the titles is without doubt the other half of the experience.

    “Nigeria has a sound, South Africa has a sound. What is the Ugandan sound? That question inspired the composition of music for the show. We wanted the Ugandan sound to be heard. We combined the chromatic and pentatonic scales which are very signature to Uganda.” – Andrew Ahuura, Quad A Studios

    Show Support Elements

    Shot across the country, the show tells the story of each participant in punchy 3-5minute cuts. The Media 256 editing team challenged us to enhance the stories with additional illustrations for key story points where archive footage was not available.


    “The style we chose gleans from a story-book look which easily synchronizes with the structure of the show.” – Arthur Nakkaka, Art Director, Addmaya

    Further, a lot of information is communicated in each episode, from names, locations to segments titles. Addmaya designed a branded graphics kit that includes transitions, name tags, voting tags, information cards and show breaks. The choice of colors and styling feeds off the NSSF brand guide.



    Addmaya is proud to have been apart of this monumental production. It has provided a great opportunity for the studio to grow.

    “The quality delivered and level of collaboration on Friends with Benefits represents the growth of our industry. 10 years ago, this show would have been done by an international team, we credit NSSF Uganda and Fireworks Advertising for trusting local production houses” – Abou Denis, Producer, Addmaya

  2. Designing Strong Brand Identities Is The Game-changer For Businesses

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    Tuesday 4th August 2015, will be a day we live to remember. To unveil the new Addmaya website, we needed an idea that would draw attention. So we thought to ourselves, “Why not call the campaign IPO?” This awakened the business minds and attracted media attention, except we had a different definition, ‘Improved Portfolio Online’.

    It turned out to be a love and hate moment for us. Hearts were broken for those that had their pennies saved however, others were overwhelmed by the audacity of the idea and instead fell in love with us.

    Love From Nigeria

    That is how Opidy, a Nigerian startup came into our courts. The Founder like many other people had his bucks ready but realizing it was prank, he laughed it off and proposed business to us.

    An online social network, Opidy provides a new and better way of networking. It rules out unnecessary content and focuses on content that matters to users as well as helping users find opportunities related to their interests and needs. The platform covers both professional and unprofessional passions such as singing, cooking, mathematics, finance, careers, and many others.

    When the client approached Addmaya, his desire was to have a visually memorable and user friendly brand identity for Opidy.

    A great logo has to have a good story behind it, one that is true to the values of a company, it has to be memorable, versatile and also stand the test of time.

    ~ Arthur Nakkaka.

    Take One

    For Opidy to be successful, the Art Department determined that it had to be consumer friendly and exciting. Initially, we designed sketches that closely painted a picture of what the client wanted to achieve, however, he did not like them. He made it clear that he wanted a word mark not a pictorial logo.

    Untitled-1Initial iterations of the Opidy logo

    Going Back to the Drawing Board

    We discovered that there within the mission of the company laid the answer.  “Being Opidy and it is about opportunities and people searching for opportunities, we thought we could mix the two concepts.” Arthur Nakkaka, the Project lead and Art Director explains. Thus the design ideas rolled off in two ways;


    Everyone is searching for something in life. And today the only platform that seems to provide all answers is the Internet. Google simply has it all once you engage the search engine. So we thought it would be wise to incorporate the search icon in the logotype since it is very relatable.



    The mission of Opidy is to help users find opportunities related to their interests and needs. We took advantage of the ‘O’ and gave it a new definition – Opportunity.


    Friendly, Exciting And Adventurous

    Joining the search and opportunity, we created a word mark revolves around a big O and within it is a search or magnifying glass. The symbol  represents Opidy as a platform visitors can use to find opportunities. Everybody has an impression about the color red. To some it speaks love, passion, connection, confidence, et cetera. According to the Psychology of Color, red is the color of energy. It’s associated with movement and excitement, and it attracts the eye. It is on this basis that it was opted for as  an ideal colour for the startup.

    opidy_logo_3The final logo is a combination of a magnifying glass interwoven within the O. 

    Satisfied that the iconic signature embodied all the brand virtues, the word mark was designed in capital letters to command a presence but to also ease readability.

    To add some adventure and mystery to the design, the dot on the ‘I’ was intentionally misplaced. However the intent was to reecho the old adage that “opportunities are sometimes found in unexpected places”.


    “A great logo has to have a good story behind it, one that is true to the values of a company, it has to be memorable, versatile and also stand the test of time,” says Arthur. One could assert that the success of any social media site is so much dependent on the make of its identity. And we believe it is the same for Opidy. Considering the distance between us and the client, communication was a challenge, however, when we broke through, he loved the work so much.

    Opidy is a promising startup that has caught the attention of the world. It has been featured on Product Hunt, MediumBetaList and Launching Next.

    Every company has a story to tell, an experience to sell. Addmaya positions brands, connects them with their audiences through powerful visual designs that highlight strong brand personality that stands out from competition.


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