2017 was a historic year for Kenyan economy and tourism. The country granted the licence for its first free trade zone. Foreign investors, by nature, always look for the next big thing. There was a communication hurdle though: In a world where there are more than 5,000 free trade zones, how should Kenyans tell their story? That was the task of I Mean It.
To find a strategic name for the zone, we audited the nomenclature of global best practices. Next, we identified the most compelling promise that Kenya Free Trade Zone could give to foreign investors: Providing access to an emerging middle class of 400 million people from seven countries. Finally, we discovered the organisational values of the place rooted in Kenyan folklore.