Jenga 254

Understanding the BRAND:- The Idea of the Jenga 254 is a simple one that conveys construction works as its overall message. This is to rightly position it before the brand’s target market, which is; the Kenyan Students involved in construction courses in the country. To help position the program strategically for brand visibility and recognition among the key stakeholders involved, the name JENGA 254 has been proposed. “JENGA” is a Swahili word that means “BUILD” and 254 is the country code for Kenya.

Why JENGA? The word JENGA has been chosen because it is short and speaks to the broader program objective which targets students in the Building and Construction sector. It also links well with the concept of allowing young professionals to participate in nation-building. Why 254? Instead of Kenya, the choice of 254 is better because the youth identifies with it better. It’s also catchy and cool. We settled on brand tonality that represented harmony, strength among youth both male and female, and reliance; a tone that echoed professionalism and utmost trust. Below is a preview of what is now Jenga 254.

The Challenges

• The client provided insufficient information/brief about their brand, values, and target audience, so it was challenging to create a logo that accurately represents the identity.
• The client had tight budget constraints, limiting the ability to explore various concepts or invest in extensive research.
• The client had urgent timelines, putting pressure on me to deliver a high-quality logo in a short period.
• The client had personal preferences that might not align with design principles or what’s most effective for their target audience.

Design PROCESS:- Create a brand identity for the company that raises the profile of hard work, trust, and commitment. The brand identity is represented by a simple typeface element that encompasses both elegance and sophistication which is marked by easy visual readability that’s also easy to remember and easily adaptable to different branding and marketing collaterals.