Kutafiti – visual identity

Kutafiti is an innovative organization focused on empowering African women by providing the tools, training, and opportunities they need to achieve independence.

Through the Kutafiti Accelerator and Kutafiti Cooperative, they create sustainable pathways for women to develop market-ready skills, foster entrepreneurship, and build thriving businesses, all while challenging traditional aid models. Kutafiti is dedicated to driving real, tangible change, centered on the principles of trade over aid and community-led growth in Kenya, with plans to expand to other countries.

Kutafiti was preparing for launch and growth, and needed strategic clarity on some pivotal questions:

How do we introduce ourselves to potential partners and donors effectively?

What's the right brand structure, and how should it look?

How do we clarify the link between Kutafiti Accelerator and Kutafiti Cooperative?

How can we ensure our messaging is consistent and resonates?

What sets us apart from other NGOs in the sector?

Our task was to find strategic and creative solutions to these questions and shape a distinctive, cohesive brand identity, visual system, and hero video. This was a pro bono project accepted by the team at Accenture Song Middle East, where I was Creative Director at the time.

We explored three distinct creative directions:

Route 1 leaned heavily into traditional African visual language, with earthy, heritage-driven colors and patterns. Route 2 took a more multicultural angle, broadening the visual scope beyond Africa to reflect a global mission. Route 3 was the most progressive of the three, blending traditional influences with a modern aesthetic.

The client chose Route 3. It struck the right balance: rooted in African identity but forward-looking and contemporary.

A key creative decision was using AI-generated imagery throughout the design system. We produced over 40 African textile patterns in Midjourney, upscaled in Krea AI, which became a signature visual element woven across every brand touchpoint. This approach was both creatively distinctive and commercially practical, saving significant production time on a pro bono budget.

Beyond the brand identity, we produced a hero video to bring Kutafiti's story to life. The video combined AI-generated footage from Runway and Midjourney imagery, composited and animated in After Effects. The soundtrack was generated in Suno. For the voiceover, we recorded a local African woman, then cloned her voice in ElevenLabs to give us the flexibility to iterate on scripts within the time and budget constraints of a pro bono engagement.

The result was a polished, emotionally resonant piece that would typically require a far larger production budget.

The final deliverables included a complete visual identity, brand guidelines, an art direction framework, a library of 40+ AI-generated textile patterns, and a hero video. Together, they gave Kutafiti a cohesive, professional presence that works across fundraising materials, partner communications, and digital platforms.

When the client saw the final design, she had tears in her eyes. For a purpose-driven pro bono project, that reaction said everything about the impact of getting the brand right.