Tabitha Bokonga, Creative Strategist, Founder ROOTED.
Tabitha is a multifaceted creative strategist and brand consultant with a deep commitment to storytelling and community building. As the founder of ROOTED. and Creative Strategist at Mosaiko Magazine, she helps brands craft authentic narratives that resonate.
Whether developing brand strategies or curating meaningful stories, Tabitha’s work is all about amplifying voices, opening up genuine conversations and creating spaces that feel like home.
Where did your journey into storytelling and brand building start?
I’ve always been a curious soul. As a child, I was the one sitting quietly at the grown-up table, listening to the stories being told. That love for listening, for understanding people, made me think I’d become a lawyer one day. I liked to defend people, to speak up – and I always had a five-year plan. I needed control.
But life had other plans. I got to university and realized – this isn’t it. My plan crumbled, and I had to find something else, something that still allowed me to be curious and speak for others in a different way.
Then I came across this brand selling a paperclip for thousands of dollars. And I thought – how did they pull that off? That’s the moment I discovered branding and the power behind perception. I studied international business and fell in love with marketing. But year after year, those five-year plans kept falling apart.
Eventually, I landed at TEN Women, a network for women in business, and it changed everything. That’s where I truly found my love for community – and the golden thread that’s followed me ever since: defending voices, creating safe spaces, and building strategy around people, not just products.
You’ve worked at several impactful organizations. One of them being Omroep Zwart – could you tell us what that experience was like?
Omroep Zwart is a Dutch public broadcaster that aims to make media more inclusive and reflective of all people – especially the ones who’ve historically been underrepresented. It was an important mission, and I felt honored to be part of it.
“As a community manager, I was the bridge between the company and its community. It meant defending the needs and dreams of the audience internally, while also protecting the brand and what it stands for externally. It was a balancing act – but a beautiful one.
The only way to do it right was to step into the shoes of the people we served. I had to go out there – talk to them, ask questions, understand their frustrations and joys. You can’t build a community from a distance. You have to live inside it.”
And now, you’ve taken the leap into entrepreneurship with ROOTED. What inspired you to start your own agency?
It wasn’t one defining moment – but more of a gentle nudge that kept getting louder. I always knew I wouldn’t stay in one place forever. I had this dream of becoming a consultant, but I also craved stability and structure.
Leaving a secure job is terrifying – especially for someone like me who loves a plan. But I reached a point where I felt like I’d hit the ceiling. I couldn’t grow anymore in that space. And deep down, I knew growth meant stepping into the unknown.
ROOTED. came from that space. I realized I was always drawn to the beginning – the soul of a brand, the first intention, the “why” behind it all. ROOTED. is about honoring that. Helping people – and companies – remember who they were before they got caught up in performance and polish.
That’s such a powerful lens. How do you approach branding from a “ROOTED.” place?
For me, branding is soul work. It’s about finding home – in a person, in a team, in a company. I spend time listening to founders talk about why they started. I ask uncomfortable, deep questions. I want to know what lights them up – what kept them up at night.
Many brands forget where they came from as they grow. But the beginning holds the most magic. That’s where the vision lives – raw, messy, emotional. I look for the little things they often overlook, the metaphors that show who they are.
And because I grew up in a Congolese family, storytelling and metaphor are my language. We speak in symbols, in parables. That’s how I work too. It’s not about marketing language – it’s about poetic clarity.
Can you give us an example of a project that really touched you?
Yes – I worked with two amazing women building a skincare brand named Melan for people with melanin-rich skin. It was deeply personal for them – and for me. When I asked one of them why they started, she said: “I never saw myself in skincare branding.” That hit me.
We went into research mode together – not just about products, but about history. Family. How skin conditions are passed through generations. How climate affects our skin. It became almost scientific. And that depth, that truth, is what shaped their story.
It reminded me why I do this. The little girl in me – the one who always felt overlooked – felt seen.
There’s a beautiful sense of heritage and cultural wisdom in your work. How does your Congolese background influence your creative approach?
“Congolese people are bold. We’re poetic, grounded in who we are. In my family, stories were passed down through metaphor and wisdom. That’s how I learned to speak – in layered meaning.
So in my work, I naturally bring metaphor, rhythm, and symbolism. Not to make things pretty, but to make them real. It’s a language that touches people’s hearts, not just their minds. I think that’s what makes branding feel authentic – when it feels like it’s speaking to your soul, not selling to your wallet.”
Speaking of authenticity – do you think brands understand the difference between representation and tokenism?
Honestly, many don’t. Representation often becomes a trend. A checkbox. They add a Black model to the campaign and call it “inclusive.” But it doesn’t feel lived-in. It feels placed.
“True representation starts within – the company culture, the hiring decisions, the voices at the table. If you don’t believe in what you’re showing, people feel that. And we’re way past the point of pretending.”
It’s not about keeping up with your competitors. It’s about honoring the people you say you’re serving. And if you’re not ready to do it genuinely – don’t do it at all.
So how can brands create meaningful and inclusive spaces?
“It has to be with the community, not for the community. Invite them into the room. Listen deeply. Build with intention.”
As a consumer, I want to feel that I belong – not that I was added last-minute. I want to see people who resonate with my experience. Brands have the power to create belonging, but only if they do the internal work first. That’s the route to being ROOTED.
Let’s get personal. For someone stuck between a secure job and their passion – what would you tell them?
Your passion is in you for a reason. Don’t ignore it. There’s no right age, no perfect time. You can start at 30, 60, even 80. Passion has no expiration date. It will take you to places you’ve never imagined – if you let it.
But also: it’s okay to be afraid. I was terrified. I had no plan. But I learned that discomfort is part of growth. If it scares you, it might be the thing that transforms you.
What keeps you grounded and inspired through all the change?
Stillness. Quiet time. I believe God is my business partner, and when I disconnect from the noise, I can hear what I need to hear – from Him, and from myself. Whether it's prayer, walking in the forest, or music that moves me – I always go back to my secret place. That’s where my creativity lives. It’s where I remember who I am.
Looking ahead – what’s next for you and ROOTED.?
I’m excited to keep discovering new versions of myself. ROOTED. is growing, and I’m meeting incredible people, working on stories that matter. I also see a shift coming – from digital back to physical. Offline branding, real community, in-person connection. That excites me. I want to see brands show up in real life – not just on a screen. And personally, I’m just ready for whatever’s next. I’m open. I’m expectant.
And lastly – do you have any words of wisdom you’d like to leave us with?
Yes: Honor where you began. Because we reap what we sow – and the roots always hold the truth.
Follow Tabitha
@ROOTED. on Instagram
ROOTED. is growing behind the scenes – sowing seeds, tending roots. Be part of the beginning.
