Profit Without Oppression | Case Study

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Working at the intersection of
social justice and economy

Kim Crayton, the anti-racist economist behind #causeascene, approached us to help translate her newest theory into words and visuals. The idea here: carving a space for like-minded people to build a future without oppression.

Organisation: Profit Without Oppression
Services: Content Strategy, Brand Design, UI/UX, Visual Design, Illustration
Credits: Debs Durojaiye, Juliette Mothe, Sacha Fortune

Challenge

Rethinking how companies operate

As Kim was still in the early stage of this work, she needed help defining what that space could look like and the purpose and the people it should serve. For this space to take shape, we had to work toward a certain level of certainty while keeping the door open for further exploration.

Opportunity

Divorcing critical knowledge from corporate
aesthetic and academic attire

We owed Kim’s boldness and joy not to sanctuarize her thinking. We favoured clarity and playfulness to invite everyone in and create a true reflection of the person behind the theory.

Strategy

Turning a promising concept into a tangible output

Starting with content

Our original scope of work entailed PWO’s visual identity and responsive mockups. However, we quickly spotted a missing link between Kim’s working theory and efficient copy. We reassessed her need and suggested collaborating on her content strategy to uncover how to best shape her project and communicate it effectively to others.

A DIY flair to match an evolving theory

PWO is a space to create, iterate and birth something that doesn’t exist yet. To honour this space of growth and reflection, we’ve developed an identity that’s a little bit rough around the edges but owns up to the imperfect perfection of what it means to explore.

Responsive mockups

We provided 8 fully designed pages showcasing user journeys, content hierarchy and brand application. These ready-to-integrate mockups and exported assets left our client with everything she needed to build her website down the road.