Challenge

With a footprint that spans several African markets, the 20th birthday milestone was not only a moment of reflection for this fintech company, but also an opportunity to unite and celebrate the diverse family – from founders and senior leaders to frontline employees. The challenge lay in designing a campaign that sang the same song beyond borders and cultures, ensuring every single colleague felt equally included in the celebration.

Solution

We designed and delivered a multi-channel, fully integrated campaign that celebrated the company’s heritage, its appreciation of its people and its future-first thinking. How? We collaborated with a local Cape Town-based graffiti artist, Yay Abe aka Russell Abraham, to design a bespoke wearable artwork that embodied Mukuru’s African roots, youthful energy and vision for a connected future. Every employee across the continent received this tee, creating a visible, unifying symbol of belonging. We built a branded broadcast studio to host a talk show–style celebration and the current CEO interviewed the company’s founders, charting their journey from Zim start-up to fintech leader. Employees tuned in live or via recording, gaining insider access to the company’s history as well as the vision for the future.

Result

Every Mukuru employee across Africa received and wore the celebration tee and today, almost a year later, you’ll still find team members wearing the tee-shirt at work across every region on the continent. It further positioned the company as an inclusive, dynamic, modern African workplace, while the live broadcast saw almost 100% participation.