Being able to partner with an organization on the ground floor, dreaming with them about what could be, and then helping it come to fruition is what we love most about the work we get to do. This type of partnership doesn’t come along every day, so we are honored that we have been able to do just that with Life In Abundance in the five years we have worked together. What began as a redesign of their strategy and identity, has turned into the connecting and creation of all of their communication materials, as well as the filming and producing of two documentaries. Our relationship has also prompted the team at Rule29 to take a new look at how we approach the work we do with our other clients. Working with the underprivileged of Africa and those who walk along side them, has made us realize the world is a very large place, full of incredibly unique people who each have their very own story to tell. We have come to realize that this is true of each person and each company we have the privilege to work along side. It has become our passion to help them find the best ways to articulate their story well.
Needless to say, LIA has grown since we first met to talk about their work in northeast Africa. They have been able to start programs in other African countries and support more in the countries they are currently serving. They have also been able to share their story and the stories of the communities they serve to people across the United States and Europe. As they grow they continue to refine their message and expand their goals, and we are privileged to partner with them as they change the world.
This past year we spent working together and stratigizing their next chapter. One of the initial needs was a redesign of their website. It had been several years since the previous site had been developed and it was time to roll out a site that would have education and connection in the forefront of its communication.
LIA wanted to help people experience Africa through the site as much as possible. This experience begins as soon as the home page loads. The large images sit in the background of each page as a reminder of where LIA is serving. The beautiful images of individuals are pieced together, not to show brokeness, but to highlight healing. There are multiple aspects to the work LIA does and each community is unique in its needs. LIA wanted to communicate that when these pieces come together lives and communities are transformed into something beautiful.
The user can learn more about the different areas LIA is working in and their location in relation to the rest of the world, helping these communities become a part of the viewer’s world as well.
LIA provides micro-finance programs in some of the communities they serve. Not only can the creators of these products sell their items in their communities, but LIA also provides a place to sell them online to help the people they serve become more integrated into the global market place.
LIA is continually expanding their efforts to help African people become empowered individuals who better their communities. KONJO is an economic empowerment initiative being piloted in the Kibera slum region of Nairobi, Kenya. We are partnering with LIA on this initiative and are excited about the possibilities. Konjo is training women to make shoes we have designed with them. These shoes will be sold and traded in their community and beyond. We hope this is a model that can be replicated throughout Africa and will be another way for those who need work to have skills to earn wages.
Coming soon, these handcrafted sandals will be available for purchase this Christmas season. Visit Konjo at www.Konjo.is