“Crafting a new future through artistry.”
Maasaaï
Ethical Fashion Jewelry Brand
Work Accomplished:
Comprehensive World-building — Brand development, Product development, Brand strategy, Communication strategy, Creative direction, Content development.
The Story
For centuries, the Maasai tribe in Kenya relied on cattle herding to sustain their way of life. But as climate change and land ownership shifts took hold, their cattle—and their livelihood—began to disappear. In response, the Maasai women turned to their ancestral craft: beadwork, transforming it into a way to support their families.
When one of the Maasai sought to create a cooperative company to share their jewelry with the world, I joined the mission. Together, we built a platform that not only brought their vision to life but positioned the brand to thrive in today’s global market
The Challenge: Elevating Maasai Artistry
The biggest challenge ahead was changing the perception of Maasai beadwork. Often dismissed as “souvenir material,” this artistry was undervalued and misunderstood. The task was to authentically reposition it as sophisticated, high-quality jewelry that could stand alongside global luxury brands, requiring a complete transformation in branding, production, and storytelling.
The Process:
Repositioning the Product
We crafted a strategy to elevate the positioning and perception of Maasai beadwork from “craft” to fine jewelry with a narrative that celebrated its heritage and aligned it with global tastes.
The approach was to reframe the narrative to showcase Maasai beadwork as intricate, culturally rich jewelry worthy of global admiration.
Standardizing Production:
We collaborated with artisans to establish consistent quality benchmarks while preserving the authenticity of traditional craftsmanship.
Curating a Product Line:
A refined product lineup was developed, focusing on quality, natural tones, original Maasai shapes, and styles that balanced heritage with modern relevance. This careful curation ensured the designs resonated with global tastes while preserving their cultural essence.
Creating a brand:
A compelling brand story and visual identity was developed to resonate with international audiences. The aim was to reflect a cohesive, authentic and yet refined image of beautiful craftsmanship and artistry,
Storytelling and Communication:
A captivating website and a short film were created to share the co-operative brand’s story and purpose. These tools not only showcased the artistry but also connected the audience to the cause and the people behind the brand.
Outcome
The project presented Maasai beadwork to a global stage, creating a viable market and sustainable income for the community. The new brand, online store, and film brought autonomy and agency to the many artisans that joined this initiative, allowing them to play a dignified and relevant part in the modern market.