Rebranding and Beyond
Afterschool Multimedia undertook a pivotal project to rebrand Kongalend to Konga Microfinance. The original name “Kongalend” was too narrow, focusing only on lending, which didn’t align with the company’s evolving vision. The transformation to Konga Microfinance signified a broader mission to become a comprehensive financial service provider, embracing not just credit but also micro-insurance, deposit mobilisation, transactional accounts, mobile money transfer, and financial literacy.
The rebranding strategy by Afterschool Multimedia extended beyond a simple name change. It encompassed a complete overhaul of the company’s identity and visual elements. The new brand identity included:
Logo: A refined and modern design that reflects Konga Microfinance’s broader services and commitment to development.
Website: An intuitive and user-friendly platform that showcases the company’s services and values.
Messaging and Tone of Voice: Clear and engaging communication that resonates with the diverse customer base, including self-employed women and youth micro-entrepreneurs.
Colour Palette and Typefaces: A harmonious blend of colours and fonts that embody the brand’s professionalism and approachability.
Photography and Videography: Visual content that illustrates the real-life impact of Konga Microfinance on its clients’ lives.
Marketing and Promotional Material: A cohesive set of promotional items such as office signage, social media avatars, banners, and posts.
Stationery and Apparel: Customised golf shirts, jackets, gazebos, notebooks, and gift bags, reinforcing the brand’s presence
The new identity encapsulates Konga Microfinance’s commitment to being a catalyst for development, offering accessible financial solutions to a broader market. This approach aligns with best practises in microfinance and positions the company to make a meaningful impact on the financial landscape. By emphasising financial inclusion and development, Konga Microfinance aims to continue playing a crucial role in supporting the self-employed women and youth micro-entrepreneurs who form the majority of their customer base.
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