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Tukisonga
Visual identity + Campaign launch + Art direction
Girl Effect set out to create a national youth brand that would inspire young Kenyans to take charge of their futures – from sexual health to economic prospects.
Following the success of Wazzii, I led creative workshops with adolescent Kenyans to understand their needs and aspirations, which resulted in a successful brand co-created and built with/for Kenyan youth. I art directed the brand’s design direction, created its logo, and oversaw the design execution. Tukisonga comes to life through content, music, and even its own local TV show!
Years
2024
Collaborators
Creative team: Naomi Gennery, Zoe Dawson
Strategy team: Leila Hashemi, Sachi Gamage
PM: Andrew Neilson
Tukisonga is derived from Swahili meaning “As We Move”. This name became the cornerstone of the brand identity, reflecting the desire to empower young people to move forward together.
In Nairobi, we held co-creation workshops with young people. We listened to their challenges and invited them to express their solutions creatively—designing posters, moodboards, and brainstorming names.
Their creative ideas are seen in the brand's identity. Following the co-creation session, different groups of Kenyan youth provided their feedback throughout every step of our design process.
The brand’s patterns are inspired by the designs created during our co-creation workshops. Each shape reflects the individuality of the young people’s journeys, always moving but also all coming together in their diversity. It’s the same idea the runs through the logo
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The idea of movement is reflected in the brand’s disruptive typography where we introduced a bespoke treatment embodying Kenyan youth energy.
We conceptualised activations for launching the brand – basketball court takeovers, murals, even a Tuki van (literally
'as we move'). Girl Effect took these ideas and brought them on tour across Nairobi and Migori!
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