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Creative Matter Post

Redefining Beauty

In their most recent initiative, the non-profit Life In Abundance wanted to do more than simply provide basic necessities to Africa’s most vulnerable. This is why Konjo was born. Konjo is a new economic development program that teaches previously unemployed or unskilled men and women living in Kibera (the largest slum in Nairobi, Kenya) how to craft shoes. Because of the Konjo initiative these people are gaining a sense of empowerment and breaking free of the poverty cycle.

Rule29 helped introduce Konjo by providing both strategic planning advice and creative services. From designing the shoes (creating templates and instructions for the workers) to developing the name, logo and e-commerce website, Rule29 worked to create a brand that showcased the beauty of both the products and the people.