Yas has achieved significant recognition with its pan-African Yas brand rebrand, securing two Golds and a Silver at the Transform Awards MEA 2026. This success highlights its market localisation strategy across five key African territories.
At the awards ceremony in Dubai on 28 September, Yas won Gold for Best Brand Consolidation and Gold for Best Visual Identity from the Technology, Media and Telecommunications Sector. The company also earned a Silver award for Best Localisation of an International Brand.
Also Read: Fintech Galaxy Wins UAE Open Finance Approval
Success of the Yas Brand Rebrand
This recognition follows the group’s launch in November 2024, when AXIAN Telecom brought its mobile network operators in Madagascar, Comoros, Senegal, Togo, and Tanzania under one cohesive identity.
The three awards recognise distinct aspects of the transformation. The Brand Consolidation win reflects the move to bring multiple operators under a single identity, while the TMT award recognises the brand’s visual system.
The Silver award for Localisation of an International Brand recognises how the identity was thoughtfully adapted for individual markets. Yas partnered with Landor to execute this comprehensive brand project.
Go deeper on GCC & Africa tech — $9.99/month.
Deep dives and investor insights the free digest doesn't cover.
Leadership and Vision
Hassan Jaber, Group CEO of Yas, stated that the work was designed to create a shared identity across markets. It gives local teams the flexibility to make the brand relevant to their specific customers.
“These awards recognise the ambition behind Yas, a brand created in Africa, for Africa, and shaped by the people and markets we serve.” Hassan Jaber, Group CEO, Yas
The awards also highlight the challenge of building a regional brand without making every market feel identical. Hassanein Hiridjee, chairman of the Yas board, noted that the group wanted the new identity to remain connected to local communities.
Yas has continued to use the brand across its operating markets since the 2024 launch. Additionally, the group adopted Yas Group as its corporate identity earlier in September.
Why it Matters for African Branding
Yas’s recognition comes as more African businesses look to build brands that travel across borders without losing local relevance. The distinction between brand consolidation and localisation is particularly relevant.
A shared regional identity creates consistency, while market-level adaptation determines how customers experience that identity in practice. The Transform Awards MEA, now in its 13th year, recognises excellence in rebranding and brand development across the Middle East and Africa.
Engagement
