The Idea of the Jenga 254 is a simple one that conveys construction works as its overall message. This is in order to rightly position it before the brand’s target market, which is; the Kenyan Students involved in construction courses in the country. In order 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 giving young professionals the opportunity 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.