Ushirika Gardens by CIC Group

CIC Group, a renowned provider of insurance and financial services for over five decades, entrusted ND with the task of revitalising the creative and marketing strategy for Ushirika Gardens. This exclusive property spanning 200 acres of prime real estate next to Tatu City, is wholly owned by CIC Group.

We were to develop beautiful, differentiated communication that would attract both new homeowners and investors from the diaspora.

The winning creative strategy, “Beyond Land”, endears their audiences by promoting the fact that CIC Group was going the whole nine yards in offering something more than just land. It’s about offering them; a forever-after home they would build; the legacy they can create; and the tranquility they could enjoy at Ushirika Gardens.

Appropriately named, “Ushirika” happens to be a Swahili term embodying the concepts of collaboration, unity, and community. A memorable name that signifies that every member of the community is an integral part of a close-knit enclave.

Employing double exposure techniques in visual communication, we crafted a vivid portrayal of the happiness associated with homeownership. This campaign yielded prompt and tangible outcomes for Ushirika Gardens, generating over three conversions within the initial month of engagement. These successful conversions were directly attributed to the marketing components featured on both billboards and the website landing page.

Total Project Award: USD 7,900

Duration: August – December 2023

Design Services: Brand Strategy, Naming, Iconography, Ushirika Gardens Logo Refresh, Graphic Design, Digital Marketing, Copywriting, Social Media, Website audit and development