Brand discovery form summary
Brand discovery form summary
Brand discovery form summary
Brand discovery form summary
This page is a copy of your answers to the brand discovery form. It’s here so you can review, share, and refer back to your thinking as we build your brand together.
This page is a copy of your answers to the brand discovery form. It’s here so you can review, share, and refer back to your thinking as we build your brand together.
This page is a copy of your answers to the brand discovery form. It’s here so you can review, share, and refer back to your thinking as we build your brand together.
This page is a copy of your answers to the brand discovery form. It’s here so you can review, share, and refer back to your thinking as we build your brand together.
Business and story
Business and story
Business and story
1/ In one or two sentences, what is the new business and why does it exist?
KEJA is a home for creative entrepreneurs, and for those seeking community, infrastructure, and resourcing in their creative and entrepreneurial pursuits. It is a literal base camp for innovation and growth—designed around the power of proximity—where creators, builders, and ideas collide, connect, and compound.
KEJA’s mission is to launch African creators and makers into commercial success and meaningful, long-term scale.
2/ What space are you in, and how do you (or will you) make money?
Real estate leasing, conferencing, events, etc…
3/ What’s the main problem you’re trying to solve, and for whom?
Economic opportunities for success for creative entrepreneurs.
4/ Short version: how did this all start? (What sparked the idea?)
Born from the lived experience of two practitioners that have operated in the film and creative industries and saw the lack of spaces and infrastructure.
5/ What are you hoping this new brand for your company will helps you achieve over the next 6-12 months?
Fundraising, partnerships.
6/ What shift in how people see you or behave around you would make you say: “This brand really worked”?
Potential partners and funders immediately excited by what they feel and see.
1/ In one or two sentences, what is the new business and why does it exist?
KEJA is a home for creative entrepreneurs, and for those seeking community, infrastructure, and resourcing in their creative and entrepreneurial pursuits. It is a literal base camp for innovation and growth—designed around the power of proximity—where creators, builders, and ideas collide, connect, and compound.
KEJA’s mission is to launch African creators and makers into commercial success and meaningful, long-term scale.
2/ What space are you in, and how do you (or will you) make money?
Real estate leasing, conferencing, events, etc…
3/ What’s the main problem you’re trying to solve, and for whom?
Economic opportunities for success for creative entrepreneurs.
4/ Short version: how did this all start? (What sparked the idea?)
Born from the lived experience of two practitioners that have operated in the film and creative industries and saw the lack of spaces and infrastructure.
5/ What are you hoping this new brand for your company will helps you achieve over the next 6-12 months?
Fundraising, partnerships.
6/ What shift in how people see you or behave around you would make you say: “This brand really worked”?
Potential partners and funders immediately excited by what they feel and see.
1/ In one or two sentences, what is the new business and why does it exist?
KEJA is a home for creative entrepreneurs, and for those seeking community, infrastructure, and resourcing in their creative and entrepreneurial pursuits. It is a literal base camp for innovation and growth—designed around the power of proximity—where creators, builders, and ideas collide, connect, and compound.
KEJA’s mission is to launch African creators and makers into commercial success and meaningful, long-term scale.
2/ What space are you in, and how do you (or will you) make money?
Real estate leasing, conferencing, events, etc…
3/ What’s the main problem you’re trying to solve, and for whom?
Economic opportunities for success for creative entrepreneurs.
4/ Short version: how did this all start? (What sparked the idea?)
Born from the lived experience of two practitioners that have operated in the film and creative industries and saw the lack of spaces and infrastructure.
5/ What are you hoping this new brand for your company will helps you achieve over the next 6-12 months?
Fundraising, partnerships.
6/ What shift in how people see you or behave around you would make you say: “This brand really worked”?
Potential partners and funders immediately excited by what they feel and see.
Audience and competition
1/ Who is your primary audience at this time? Is there a secondary one to consider?
Our Clients and Members within our centres. And their visitors would visit the cafe for meeting, work session and the like.
2/ What do these audiences care about most?
They care about time, and finding food and drinks that are easy and quick to reduce the stress of finding the time to eat on a busy workday.
3/ Do you have main competitors OR important peers in this new direction you're taking? Share their links if possible.
Tiffin boxes, local food places, restaurants and cafes in Westlands that are on the route for clients' commute into work. Glovo, Bolt and Uber Eats.
4/ Are there 2-3 of them that you admire? Please share why.
ArtCaffe - has done well with its brand expression across the components. Such as takeaway cups.
5/ Which 2–3 competitors do you really not want to resemble and why?
N/A
6/ Can you think of 2-3 brands outside your space that feel like what you want to build?
Daily Provisions in NYC
Inspiration & Mood
1/ Drop 3–5 links/images of brands that feel “right” for where you’re headed and a quick note on what you like in each.
Soho House, Daily Provisions (as per the photos supplied)
2/ Drop 3–5 links/images that feel “wrong” and what you’d want to avoid.
See the documentation provided
3/ List 3–6 adjectives for your brand at its best.
See the documentation provided
4/ List 3–6 adjectives you never want associated with your brand.
See the documentation provided
5/ On each slider, mark where you’d like your brand aesthetic and vibe to land on a scale of 0-10, with 0 being one side of the spectrum and 10 the opposite (go with your gut):
Elite <> Mass Appeal: 5
Serious <> Playful: 5
Conventional <> Rebel/Against the grain: 6
Friend <> Authority: 3
Mature/Classic <> Modern/Approachable: 6
6/ When someone encounters your brand for the first time, what do you want them to feel?
This place feels like a go-to eatery and is excited by the visual of the space, the brand within the space and the food and drinks.
Voice, Vision & Context
1/ What phrases or messages do you catch yourself repeating to customers, team, funders or partners?
Easy, very satisfying, great place to hang out.
2/ After someone interacts with your brand, how do you want them to describe you in a sentence or two?
the food is great, I love to hang here, grab and go and get on with my day.
3/ In the next 12–18 months, what are the 3 most important places this brand needs to work hard for you?
Signage, Menu, plates, mugs, teapots, takeaway packaging, paper wraps, tote bags.
4/ If this brand does its job, what should feel easier or more effective for you?
Creating an internal workplace destination for coffee, meetings, lunch, snacks a please to head within the workday.
5/ Any new key dates, launches, or events I should know about as we plan this work?
Soft launch for the internal audience is Dec 7th and during the period we can review how we soft launch to the few members in the building.
1/ Who is your primary audience at this time? Is there a secondary one to consider?
Our Clients and Members within our centres. And their visitors would visit the cafe for meeting, work session and the like.
2/ What do these audiences care about most?
They care about time, and finding food and drinks that are easy and quick to reduce the stress of finding the time to eat on a busy workday.
3/ Do you have main competitors OR important peers in this new direction you're taking? Share their links if possible.
Tiffin boxes, local food places, restaurants and cafes in Westlands that are on the route for clients' commute into work. Glovo, Bolt and Uber Eats.
4/ Are there 2-3 of them that you admire? Please share why.
ArtCaffe - has done well with its brand expression across the components. Such as takeaway cups.
5/ Which 2–3 competitors do you really not want to resemble and why?
N/A
6/ Can you think of 2-3 brands outside your space that feel like what you want to build?
Daily Provisions in NYC
Audience and competition
1/ What phrases or messages do you catch yourself repeating to customers, team, funders or partners?
Easy, very satisfying, great place to hang out.
2/ After someone interacts with your brand, how do you want them to describe you in a sentence or two?
the food is great, I love to hang here, grab and go and get on with my day.
3/ In the next 12–18 months, what are the 3 most important places this brand needs to work hard for you?
Signage, Menu, plates, mugs, teapots, takeaway packaging, paper wraps, tote bags.
4/ If this brand does its job, what should feel easier or more effective for you?
Creating an internal workplace destination for coffee, meetings, lunch, snacks a please to head within the workday.
5/ Any new key dates, launches, or events I should know about as we plan this work?
Soft launch for the internal audience is Dec 7th and during the period we can review how we soft launch to the few members in the building.
Voice, Vision & Context
Audience and competition
Audience and competition
1/ Who is your primary audience at this time? Is there a secondary one to consider?
Stakeholders: funders. potential creative partners, (eg. hotel, theatre, Spotify Africa). The owners of the site - Kenya Power Pension Fund.
2/ What do these audiences care about most?
Funders - credibility, probability of success, vision alignment, jobs and economic development, creative industries.
Partners - credibility, probability of success, vision alignment, values alignment, support for creators.
3/ Do you have main competitors OR important peers in this new direction you're taking? Share their links if possible.
We don't see these spaces as competitors, but we are creating similar spaces as:
- The Mall (programming with Goethe).
- NBST
- Ngara
- Creative Village
- Creative Garage (check out amazing website).
We seek strong brand differentiation from these spaces
4/ Are there 2-3 of them that you admire? Please share why.
We are going to list companies we think are dope, that are somewhat similar but not perhaps we are not exactly the same:
• The Nest Collective - it went beyond class, groups, it was really bringing together the brightest talents.
• The White Label Project - I love how they bring story and depth to all of their work. It feels like travel.
• Aviva Studios and HOME - Manchester.
• Diba Studios - kinda cool, haven't been.
• Kaloki Studios - stunning space.
5/ Which 2–3 competitors do you really not want to resemble and why?
• Creative Garage - we don't want to feel like we're supported by an NGO
• Creative Village - elitest. very coorporate \
• Afrika House - very mzungu, hate the "Africa chic: aesthetic" and just rich white guy vibes. Not for us by us.
• Anna Trezbinski - anything by her (fashion/hotels etc).
6/ Can you think of 2-3 brands outside your space that feel like what you want to build?
I think this is above.
1/ Who is your primary audience at this time? Is there a secondary one to consider?
Stakeholders: funders. potential creative partners, (eg. hotel, theatre, Spotify Africa). The owners of the site - Kenya Power Pension Fund.
2/ What do these audiences care about most?
Funders - credibility, probability of success, vision alignment, jobs and economic development, creative industries.
Partners - credibility, probability of success, vision alignment, values alignment, support for creators.
3/ Do you have main competitors OR important peers in this new direction you're taking? Share their links if possible.
We don't see these spaces as competitors, but we are creating similar spaces as:
- The Mall (programming with Goethe).
- NBST
- Ngara
- Creative Village
- Creative Garage (check out amazing website).
We seek strong brand differentiation from these spaces
4/ Are there 2-3 of them that you admire? Please share why.
We are going to list companies we think are dope, that are somewhat similar but not perhaps we are not exactly the same:
• The Nest Collective - it went beyond class, groups, it was really bringing together the brightest talents.
• The White Label Project - I love how they bring story and depth to all of their work. It feels like travel.
• Aviva Studios and HOME - Manchester.
• Diba Studios - kinda cool, haven't been.
• Kaloki Studios - stunning space.
5/ Which 2–3 competitors do you really not want to resemble and why?
• Creative Garage - we don't want to feel like we're supported by an NGO
• Creative Village - elitest. very coorporate \
• Afrika House - very mzungu, hate the "Africa chic: aesthetic" and just rich white guy vibes. Not for us by us.
• Anna Trezbinski - anything by her (fashion/hotels etc).
6/ Can you think of 2-3 brands outside your space that feel like what you want to build?
I think this is above.
Inspiration & Mood
Inspiration & Mood
1/ Drop 3–5 links/images of brands that feel “right” for where you’re headed and a quick note on what you like in each.
See the moodboard.
Kaloki is amazing
https://nataal.com/fashion
Solange
Kisawa Sanctuary - both Nitha and Judy love this entire brand and the strong architectural perspective. remind us of what we should lean into.
2/ Drop 3–5 links/images that feel “wrong” and what you’d want to avoid.
3/ List 3–6 adjectives for your brand at its best.
• Iconic (jaw dropping - but in a way thats like we've always had this shit in us).
• thriving (money'd)
• tastemaker - it has to be cool. slightly ahead of the curve.
4/ List 3–6 adjectives you never want associated with your brand.
"afro-chic"
NGO (sorry not an adjective)
5/ On each slider, mark where you’d like your brand aesthetic and vibe to land on a scale of 0-10, with 0 being one side of the spectrum and 10 the opposite (go with your gut):
Elite <> Mass Appeal: 4
Serious <> Playful: 5
Conventional <> Rebel/Against the grain: 9
Friend <> Authority: 9
Mature/Classic <> Modern/Approachable: 8
6/ When someone encounters your brand for the first time, what do you want them to feel?
Stunned, awed, vibrant, authentic. fresh and yet familiar.
1/ Drop 3–5 links/images of brands that feel “right” for where you’re headed and a quick note on what you like in each.
See the moodboard.
Kaloki is amazing
https://nataal.com/fashion
Solange
Kisawa Sanctuary - both Nitha and Judy love this entire brand and the strong architectural perspective. remind us of what we should lean into.
2/ Drop 3–5 links/images that feel “wrong” and what you’d want to avoid.
3/ List 3–6 adjectives for your brand at its best.
• Iconic (jaw dropping - but in a way thats like we've always had this shit in us).
• thriving (money'd)
• tastemaker - it has to be cool. slightly ahead of the curve.
4/ List 3–6 adjectives you never want associated with your brand.
"afro-chic"
NGO (sorry not an adjective)
5/ On each slider, mark where you’d like your brand aesthetic and vibe to land on a scale of 0-10, with 0 being one side of the spectrum and 10 the opposite (go with your gut):
Elite <> Mass Appeal: 4
Serious <> Playful: 5
Conventional <> Rebel/Against the grain: 9
Friend <> Authority: 9
Mature/Classic <> Modern/Approachable: 8
6/ When someone encounters your brand for the first time, what do you want them to feel?
Stunned, awed, vibrant, authentic. fresh and yet familiar.
Voice, Vision & Context
Voice, Vision & Context
1/ What phrases or messages do you catch yourself repeating to customers, team, funders or partners?
Creative entrepreneurs, commercial, excellence, new economic models/ new global economy
2/ After someone interacts with your brand, how do you want them to describe you in a sentence or two?
This is exactly what (insert: Nairobi, Kenya, Africa, Creators, Shoppers etc etc) needed.
3/ In the next 12–18 months, what are the 3 most important places this brand needs to work hard for you?
Website homepage
Fundraising decks
Social media - LinkedIn
4/ If this brand does its job, what should feel easier or more effective for you?
Fundraising (all aspects, referrals, network expansion, greater number of leads etc…)
5/ Any new key dates, launches, or events I should know about as we plan this work?
We will be in discussions with funders as soon as February 13.
1/ What phrases or messages do you catch yourself repeating to customers, team, funders or partners?
Creative entrepreneurs, commercial, excellence, new economic models/ new global economy
2/ After someone interacts with your brand, how do you want them to describe you in a sentence or two?
This is exactly what (insert: Nairobi, Kenya, Africa, Creators, Shoppers etc etc) needed.
3/ In the next 12–18 months, what are the 3 most important places this brand needs to work hard for you?
Website homepage
Fundraising decks
Social media - LinkedIn
4/ If this brand does its job, what should feel easier or more effective for you?
Fundraising (all aspects, referrals, network expansion, greater number of leads etc…)
5/ Any new key dates, launches, or events I should know about as we plan this work?
We will be in discussions with funders as soon as February 13.
1/ In one or two sentences, what is the new business and why does it exist?
KOFISI is the leading workspace hospitality provider in Africa. It provides dynamic facilities and workspaces for enterprise level clients. Our main goal is to provide the best workday possible for our clients.
2/ What space are you in, and how do you (or will you) make money?
We are a landlord of sorts, with the licence that clients contract for up to 3 years for larger office spaces. Some larger clients also pay a fee for design services to support the customisation to their specification for their office spaces. Whilst we fill the centres with smaller day and flexible use spaces within our centres to create high levels of occupancy.
3/ What’s the main problem you’re trying to solve, and for whom?
We reduce the risk of renting office spaces, by providing a platform of centres for easier expansion (and if needs be contraction) of busienesses instead of the normal locked in rental agreements for commercial real estate. The second main problem of high capex spending on the fit out is removed by building the cost of design and use of equipment of desks, chairs and other furniture in to the bundled cost of the licence agreement in per desk approach. This reduces the overall cost of renting workspace. And by providing up to 30,000 sq ft of accessible lounge, food and beverage and meeting spaces. This can reduce the overall cost of renting workspace by over 30%. Because the clients do not have to rent those extra spaces that are important to employee wellbeing but are often left empty for large periods of time during a tenancy.
4/ Short version: how did this all start? (What sparked the idea?)
We are creating a cafe, as we wanted to elevate the experience of what a workday. This is one of the key F&B offerings in the centres. This brand would be applied across the entire network over time.
5/ What are you hoping this new brand for your company will helps you achieve over the next 6-12 months?
We are building more brand loyalty by providing access to great food and beverages. Whether that be grab and go, or more dining services within the work environment. This is also the beginning of a system that would expand the DNA of KOFISI.
6/ What shift in how people see you or behave around you would make you say: “This brand really worked”?
We would see more clients actively seeking refuge, a break, a short meeting over coffee in the cafe space. The adaptation and expression of this sub-brand would become a must-have for clients through sophisticated components such as take-away cups and tote bags.
Business and story
Inspiration & Mood
1/ Drop 3–5 links/images of brands that feel “right” for where you’re headed and a quick note on what you like in each.
Soho House, Daily Provisions (as per the photos supplied)
2/ Drop 3–5 links/images that feel “wrong” and what you’d want to avoid.
See the documentation provided
3/ List 3–6 adjectives for your brand at its best.
See the documentation provided
4/ List 3–6 adjectives you never want associated with your brand.
See the documentation provided
5/ On each slider, mark where you’d like your brand aesthetic and vibe to land on a scale of 0-10, with 0 being one side of the spectrum and 10 the opposite (go with your gut):
Elite <> Mass Appeal: 5
Serious <> Playful: 5
Conventional <> Rebel/Against the grain: 6
Friend <> Authority: 3
Mature/Classic <> Modern/Approachable: 6
6/ When someone encounters your brand for the first time, what do you want them to feel?
This place feels like a go-to eatery and is excited by the visual of the space, the brand within the space and the food and drinks.