Tukisonga | Girl Effect - Shape History

MOVING KENYAN YOUTH TOWARD THEIR FULL POTENTIAL WITH A NEW BRAND

Partner: Girl Effect
Cause: Equity & Equality
Location: Kenya

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Brand & Content
Research & Strategy

Girl Effect set out to create Tukisonga, a national youth brand to inspire and empower Kenyan youth to take charge of their futures, from sexual health to economic prospects.

Co-created with young people, Tukisonga comes to life through content, music, and digital tools designed to inform and prepare them. It also establishes the “Tukiverse,” uniting sub-brands like Wazzii with shared patterns and themes that amplify the energy, inclusivity, and momentum of the master brand.

The challenge

Kenyan youth, especially girls, face significant challenges in achieving well-being and empowerment, often lacking a trusted brand or safe space to meet their needs. Reliable information on taboo topics is scarce, and opportunities for open, judgment-free conversations are limited.

Many rely on public hospitals for care due to the high cost of private services, even though they believe private care might be better. In remote areas, poor internet connectivity further restricts access to online resources. Additionally, gender inequalities hinder their ability to seek relationship support and access contraception, leaving many without the help they need.

The solution

Through comprehensive audience and market research, we built a co-created, scaled-up youth brand that empowered young Kenyans to take charge of their aspirations and make informed decisions about their sexual health, economic opportunities, and overall well-being, while nurturing their resilience and sense of self-worth.

To bring the brand to life, we drew on our extensive experience in youth empowerment, health and well-being, and human-centred brand building—both globally and locally, with particular expertise within Kenya.

Working inclusively and collaboratively, we leveraged deep insights into the consumer and cultural landscape, creating a bold, fresh, and relevant campaign identity. The brand particularly resonated with young women in Kenya, while remaining inclusive and impactful for all genders.

Tukisonga – a name that embodies the spirit of collective progress. Derived from the Swahili meaning “As We Move”, it symbolizes unity, growth, and the strength of community. This name became a cornerstone of our brand identity, reflecting our commitment to empowering young people to move forward together towards a brighter future.

One of our strengths—and something we’re passionate about—is co-creation. When building a brand that truly speaks to young people, we went straight to the source. In Nairobi, we held workshops with youth from both urban and rural areas across Kenya.

We listened to their challenges, their aspirations, and their ideas for solutions. Then, we invited them to contribute creatively—designing posters, mood boards, and even brainstorming names. The result? A brand made with them, for them, grounded in their authentic voices and experiences.

To look unique, we needed to sound unique. That’s why we developed a verbal identity rooted in the defining attitude of “Ride with Us”—a statement of collective movement and purpose. This wasn’t just a tagline; it became part of the brand’s DNA, driving every aspect of how Tukisonga communicates and engages.

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, yet they all come together to form a cohesive visual narrative.

Typography with Youthful Energy

Typography with Youthful Energy

Since Tukisonga literally means “as we move,” the typography reflects this movement—dynamic and disruptive, capturing the energy of young people on the move.

Since Tukisonga literally means “as we move,” the typography reflects this movement—dynamic and disruptive, capturing the energy of young people on the move.

A common mistake in youth-focused campaigns is speaking to funders and stakeholders rather than the end users. While it’s important to address stakeholders, the real signal of success comes from creating a brand that resonates deeply with the audience it’s meant for.

With the activations we conceptualised while creating the brand, the Girl Effect team went on tour across Nairobi and Migori promoting the launch of Tukisonga, with activities centered on youth participation.

Tukisonga’s brand launch tour alongside its sister brand, Wazzii which we also co-created with Girl Effect and Kenyan youth. And just like Wazzii, they had a custom decal Tukisonga van!

“Tukisonga represents a new chapter for Kenyan youth. By co-creating this brand with young people, we’ve created a platform that supports them not just in navigating challenges but in celebrating their potential to lead transformative change in their communities and beyond.”