Case Study: Kenyalink Consolidators Brand & Website

Case Study: Kenyalink Consolidators
Brand & Website

Client: Kenyalink Consolidators
Scope: Brand Identity Design, Website
Design & Development
Role: Lead Designer & Strategist
Year: 2024

Intro

Kenyalink Consolidators is a freight forwarding company connecting the African diaspora, especially in the U.S., with East Africa. Founded in 2006, the company sought to modernize its brand and digital infrastructure to reflect its core values: trust, transparency, and community.

I was brought on to lead the brand refresh and build a website that not only communicated Kenyalink’s purpose but also offered functional tools for customers to manage shipments with ease.

About the Brand

Kenyalink bridges the logistical gap between the diaspora and their families or businesses back home. They focus on affordable, reliable, and customer-first shipping services. With operations based in the U.S. and East Africa, the company is grounded in empathy, fairness, and innovation.

The problem

Kenyalink was operating with limited digital tools and a dated visual identity. They lacked a user-friendly website, real-time tracking, and digital calculators for quoting shipments. Customers had to rely heavily on WhatsApp or phone communication, which was inefficient and unsustainable as the company grew.

CHALLENGES IDENTIFIED

Outdated brand visuals and unclear positioning
No online dashboard or self-service tools
Limited tracking capabilities
Inconsistent user experience

The rebrand objectives

Refresh the visual identity to align with the brand’s values of trust, fairness, and empowerment.
Build a functional website with a clean, professional look and clear user flows.
Integrate key tools including shipment tracking, cost calculator, and user dashboards.
Improve brand messaging to appeal to the diaspora customer base and build emotional connection.

The Solution

1. Brand Identity Design

We created a visual identity that reflects Kenyalink’s mission of bridging continents. This included:

A modern, professional logo
A clean color palette that evokes trust and connection
Consistent typography and iconography for digital and print use
Clear brand voice guidelines that are informative, friendly, and empowering

2. Website Design & Development

The website was built with the user journey in mind, from awareness to loyalty. Key features included:

Real-time tracking portal for customers to monitor shipments
Personalized dashboards for users to view orders, statuses, and payment history
Shipping calculator allowing users to get instant quotes before booking
Clear service pages explaining air and sea freight options
Mobile responsiveness for access across devices
WhatsApp integration for customer support

3. UX Strategy

The user experience was built around the needs of the typical customer (e.g., a diaspora user sending goods to Kenya).
Each touchpoint was designed for clarity and trust-building, from homepage messaging to post-purchase updates.

The Impact

The transformation was immediate. The new website and digital tools drastically reduced inquiry times and improved customer satisfaction. Kenyalink now receives more direct bookings online, lessening dependency on manual interactions.

Results:

+300% increase in online inquiries
Improved customer retention through dashboards and tracking
Streamlined internal operations with automated order flows
A consistent and credible online presence
Greater trust and brand loyalty among diaspora clients

CONCLUSION

This project was a perfect example of how strong branding and smart digital tools can elevate a business. Kenyalink now stands out in a crowded logistics market not just as a shipping provider, but as a reliable bridge between people and opportunities across continents.