Safaricom set out to build a digital lifestyle platform that would go beyond traditional telco offerings, one that could unlock the potential of Kenya’s creator economy, showcase local entertainment, and scale into new markets.Citizen TV had long dominated Kenya’s broadcast media, but consumer preferences were rapidly shifting toward on-demand, mobile-first, and always-on digital experiences.

The brief called for a platform that could scale, monetize effectively, and speak directly to the needs of African creators and consumers. This meant building a solution from the ground up that:

Big Bold Red partnered with Safaricom as the lead creative and engineering agency, responsible for delivering the vision and execution of the Baze platform. Our contribution spanned five key areas: