Unprompted Timeline: 60 Days, Start to Launch Output: Identity, Campaign, and Global Distribution
Client overview
MCC has spent 16 years building premium real estate in Congo. Residential towers, commercial developments, projects now underway in the UAE and India, all delivered by a team most of the world had never heard of.
The brand still called itself "Modern Construction." The logo still wore a hard hat.
MCC never asked us to fix this. We told them it needed fixing.
The diagnosis
Before any brief existed, we ran our own audit. Identity, logo, website, ad collateral, social presence, all of it held up against what MCC was actually delivering.
What we found was a 16-year track record hiding inside a name built for a local contractor. A developer comparable to Emaar or Sobha was showing up online with stock-photo brochures and a wordmark that undersold every project it touched. The gap wasn't in the work. It was in how the work got told.
We walked into that meeting with a point of view, not a pitch deck asking for one. Full rebrand. Timed to a launch MCC was already sitting on.
What raised the stakes
MCC was closing a deal with Fally Ipupa, one of the most recognised Congolese singers, with an audience across Congo and the diaspora in France, Belgium, and Switzerland, to become brand ambassador for the company and two flagship projects.
That gave the rebrand a real deadline and a real audience. Sixty days to build an identity, a campaign, and a launch worthy of both.
The identity
We moved MCC away from anything that read construction firm and rebuilt the identity around what a serious developer needs to communicate at a glance: authority, precision, modernity, and relevance beyond Congo.
Four directions went to the table, ranging from strong and corporate to bold and distinctive. The one that won came down to two simple shapes: a forward arrow for momentum, an open door for what MCC was building toward. Together, they form the M.
The identity carries a positioning line, Addresses that define you, and launched under a campaign line, The Mark of Greatness. There's no hard hat left in it anywhere, and no stock tower renders either. Just a mark that reads the same on a billboard in Kinshasa as it would in a boardroom in Dubai.
Building the launch
around Fally
Fally didn't just lend his face to this. He opened the campaign himself, live, at his own concert in Paris on May 2, telling the crowd he'd found something in Congo worth being part of.
Four moves carried the campaign from there. A teaser under "Fally is looking for a home," running before anyone outside Congo knew what MCC was. The brand reveal itself, under "The Mark of Greatness." The King Tower launch, under "The Prince has found his kingdom." And the Grand Event, where Fally addressed the crowd in person on content we'd built from the first frame.
Every script, every teaser film, every piece of concert-night content came out of Nine Degree, inside the same sixty days as the identity itself.
Distribution built around Congo buyers’ touchpoints
The standard channels came first: OOH, transit ads in Paris, newspaper, PR, social, WhatsApp automation to capture and nurture leads.
Then we looked at how MCC's actual buyers move. Most flights into Kinshasa connect through Ethiopia or Kenya. Ethiopian Airlines carries a large share of that traffic, investors and diaspora families who haven't landed yet but are already deciding where to put their money.
So we put MCC in front of them before they touched ground: in-flight entertainment, airport placements, a spread in the Ethiopian Airlines in-flight magazine. That's a channel no other Congolese developer was using, and MCC now has first claim on it.
What's running now
Beyond the launch: a website rebuilt around lead generation and property enquiries, CRM and WhatsApp automation, SEO and AEO groundwork, and a year-long content partnership with Fally that keeps the momentum from those sixty days from going quiet.
MCC also sits inside a wider group, HJ Global, spanning hospitals, aviation, pharma, and construction across Africa, Asia, and the Gulf. We're carrying the same identity system into MCC Gulf and MCC India, so one developer's credibility builds the whole group's.
UI and UX
Online Persona
