New Mobile Media Kid on the Block


At the beginning of 2011, Frans Roelofse dared to dream about a digital platform that does things differently. A free, fast-thinking playground where users can connect, do business, be entertained and make a difference in the lives of others. A virtual highway that turns any screen into a world of possibilities.  For the next 3 years, Frans and his handpicked team worked tirelessly with technical partners to grow the toeter business model, keeping a finger on the pulse of mobile communication, thinking on their feet and responding to changes and challenges through innovation. After a few technical bumps in the road, success was inevitable. Today, toeter is a versatile, multilingual mobile ecosystem that offers a unique, 360-degree, fully integrated user experience.


Fast growing in popularity, toeter offers an impactful new way to connect with the world, make your voice heard and to access a myriad of information, entertainment and trading possibilities – wherever you are. Within moments of engaging, it’s easy to see why the toeter experience is known and loved for its simplicity of navigation and proudly South African flavour.

Living up to its promise to change the way we communicate with our mobile phones, the toeter dream is now a reality – one that has holistically grown beyond its own borders.


Within days of its understated launch, toeter was abuzz with excitement and spontaneous activity. From its high-end, creative look and feel – created under the watchful eye of Strategy Guru Engela du Toit – to the intuitive ease of toeter’s user experience, every effort has been made to create a platform where users could participate in a fresh, inspiring new way.

And that’s just the beginning…   (press release:  Nimi Pretorius)


I was the lucky winner to design the overall look and feel of the first toeter head office in the Media Quarter Building in Green Point.

With a limited budget and time frame but a client who knows what he wants it was a very interesting project.  We went out to support the local industry with a fresh and simplistic design ethic.


Petersen & Lennard, Pierre Cronje, Cecil Nurse and Chair Crazy supplied most of the items.

IMG_0016When hosting a very young team, who often works from home, we decided on a very open plan set-up with a glass encased board room and a private office for the founder. An open plan kitchen with a table arrangement takes care of team lunches and touches of old worlde africana represents the Afrikaans undertone of this new start up.  Big afrikaans words, uniquely used on the network, are boldly displayed on the one vocal wall.


The use of yellow, toeter’s corporate spot colour, was used in selected areas and items.  Overall a bright happy space with lots of energy to reflect the daily buzz.

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Kom nou saam

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