brand case study

A brand to deliver e-learning to marginalised girls in Africa

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A best of breed user experience for the mobile digital world


Project iMlango aims to improve learning for more than 25,000 marginalised girls in Kenya with improved educational outcomes for all children and to help track the impact of early child and forced marriage. The project is a ground-breaking strategic partnership between the UK’s Department for International Development (DfID) and the private sector.


The iMlango consortium led by global satellite operator Avanti Communications, digital payments network sQuid, online maths tutoring provider Whizz Education and technology NGO, Camara Education, appointed Nucleus in early 2014.

Nucleus created the name iMlango, derived from the Swahili word, ‘mlango’ which means doorway or portal, then brought the name to life as a brand with student, teacher and admin portals. Parents are rewarded for sending their girls to school, with a stipend distributed on a sQuid smartcard, which they can use in village shops. The brand is friendly, meaningful and relevant in a mobile digital world. The user experience is best of breed, simplifying content and technology to enable wide acceptance.


The project was launched in Kenya in July 2014, reaching 195 primary schools.

“Education is vital to helping improve the life chances of millions of marginalised girls and protecting them from harmful practises like child and forced marriage. Through this private sector partnership we are able to deliver innovative and cutting edge solutions that mean marginalised girls in Kenya get the education they deserve.”

Lynne Featherstone, International Development Minister at DFID