01
Audience research & strategy
Our audience research focused on Crafted Liberation’s impact. Our goal was to understand the emotional drivers behind support for this project. We identified two key personas:
- The Drivers: Primarily Iranian women living outside Iran, deeply connected to the Women, Life, Freedom movement.
- The Drivers: Primarily Iranian women living outside Iran, deeply connected to the Women, Life, Freedom movement.
These insights informed every aspect of our brand strategy, guiding the website and content creation to engage these audiences emotionally and effectively.
01
Brand design & copywriting
The brand design embodies RK Collective’s philosophy of ‘design for function, not decoration.’ The aesthetic for RK Collective is minimalistic and modular, using earthy, neutral colours and a clean, sans-serif font. For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.
For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.
01
Brand design & copywriting
The brand design embodies RK Collective’s philosophy of ‘design for function, not decoration.’ The aesthetic for RK Collective is minimalistic and modular, using earthy, neutral colours and a clean, sans-serif font. For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.
For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.
RK Collective: brand, website & digital presence for Crafted Liberation
RK Collective is an award-winning, female-led product design and innovation collective, committed to creating meaningful products and experiences with a positive impact on our planet and society. Co-founded by Iranian-Australian designer Nila Rezaei and Christopher Krainer, the practice seeks to empower communities and amplify social impact through design.
Their first project, Crafted Liberation, transforms unwanted headscarves donated by Iranian women into stadium seats. This transformation, blending material innovation with sustainable product design, tells a story of resilience and creativity in the face of oppression. Following its debut at the Dutch Design Week in 2023, Crafted Liberation is set to launch in Australia at the Australian Design Centre in late 2024.
Our role was to build RK Collective's brand and website, positioning them as a social-impact-driven practice and Crafted Liberation as a design project with a powerful story.
Our collaboration with RK Collective centered around several key objectives:
Integrate and consolidate the brand story
Initially, RK Collective and Crafted Liberation were represented across two separate websites. We advised consolidating them to streamline their story and showcase Crafted Liberation as an initiative under the RK Collective brand.
Shape Crafted Liberation's storytelling
Given the political significance of the project, our aim was to highlight its artistic and empowering aspects, steering the focus toward aesthetics and social impact rather than political commentary, which could also help safeguard the co-founders' personal safety.
Establish a clear brand identity and website
Our website needed to convey three key messages: that RK Collective is a impact-driven design and innovation practice, that Crafted Liberation is a testament to their capabilities, and that the project itself communicates beauty, empowerment and positive messaging.
Note: This case study focuses on RK Collective’s brand and website strategy. Social media strategy and management will be covered in a separate case study.
03
Brand design & copywriting
The brand design embodies RK Collective’s philosophy of ‘design for function, not decoration.’ The aesthetic for RK Collective is minimalistic and modular, using earthy, neutral colours and a clean, sans-serif font. For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.
For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.
The copywriting aligns closely with RK Collective’s bold, genuine voice, focusing on clarity and authenticity. For RK Collective, we collaborated with the clients to craft messaging that underscores their ethical commitment and dedication to social impact. Taglines like ‘Lead with Ethics. Design for Impact. Focus on Change’ capture the brand’s mission succinctly.
For Crafted Liberation, the language is equally powerful yet nuanced, highlighting themes of resilience, empowerment and artistry without overt political connotations.
Words like ‘Our mission is to share Iranian women’s inspiring stories, creating spaces for acceptance, belonging and dialogue.’ ensures that Crafted Liberation resonates emotionally with its audience while bringing to life the project’s deep purpose through a respectful, evocative narrative.
Since launching the new RK Collective website, our clients have been able to communicate their vision and mission with clarity and confidence. This unified brand presence has elevated their industry reputation and clarified the connection between RK Collective and Crafted Liberation. The site has been well-received by their target audiences and industry leaders, showcasing their capacity to lead socially impactful design. RK Collective is now positioned as a go-to practice for clients seeking to make a difference through sustainable product design and innovation.
- A unified online presence provides a strong foundation for long-term growth.
- Thoughtful, authentic storytelling in social impact projects fosters meaningful audience engagement and deep connection.
- Strategic brand and website design aligned with an organisation’s vision enhances perception and drives awareness.
- Audience research & strategy
- Brand & marketing strategy
- Brand design & copywriting
- Website redesign & development
- Web setup & optimisation
RK Collective / Debbie Gallulo
We’re on a mission to help you transform your vision into action, overcome challenges, and co-create a brighter future for all. Contact our co-founder Danling to discuss your project today.
Case studies
RK Collective: brand, website & digital presence for Crafted Liberation
Flyover: rebrand & website redesign
ReCo Refill: branding, packaging & e-commerce website
RK Collective: brand, website & digital presence for Crafted Liberation
Flyover: rebrand & website redesign
ReCo Refill: branding, packaging & e-commerce website