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:

  1. The Drivers: Primarily Iranian women living outside Iran, deeply connected to the Women, Life, Freedom movement.
  2. 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.

Home > Case studies > Crafted Liberation: Digital storytelling through website and social media

Crafted Liberation: Digital storytelling through website and social media

About

Crafted Liberation is the first project of RK Collective, celebrating the strength and stories of Iranian women through art, design and storytelling.

Leading up to their first exhibition at the Australian Design Centre, we were engaged to create a digital presence across their website and social media.

Note: This design phase was built on the foundation of audience research and brand strategy. For more on how we guided Crafted Liberation’s brand transition, see our research & strategy case study.

Project goals
  • Consolidate the brand messaging for Crafted Liberation
  • Develop a digital presence that reflects its impact and artistry
  • Create a consistent and engaging visual system for its website and Instagram

‍

01
Brand messaging & identity

The Crafted Liberation messaging focused on artistry and storytelling over political advocacy. Working with co-founder Nila’s original words, we consolidated her statement into a clear message: creating spaces for acceptance, belonging and dialogue through art and design.

This key messaging is embedded throughout every aspect of the project, including the brand's mission and vision, website, social media and PR response.

02
Web page design & development

We created a digital experience that feels respectful and powerful — giving the audience an immediate sense of the project's purpose. The website features bold photography, clear storytelling and split-screen transitions. These visual elements highlight the parallel journeys of the donated headscarves and the stadium chairs — both symbols of resilience and the enduring spirit of Iranian women.

Simple calls-to-action like Support, Share and Donate make it easy and anonymous for anyone to get involved.

Built in Webflow, the site is optimised for performance, scoring 96/100 on desktop and 69/100 on mobile in Google Lighthouse. We also set up basic SEO foundations to ensure the page appears first when users search for Crafted Liberation.

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03
Instagram content design & creative direction

Based on our strategy work, we collaborated with Nila to design Crafted Liberation’s first month of Instagram content, leading up to the exhibition launch at the Australian Design Centre.

We advised on the creative direction — helping shape a powerful visual statement by highlighting the fearless Iranian women at the centre of the story. This concept guided the approach for the videography and photography (produced by the client's own creative team).

Co-designing with Nila, we created a full month of Instagram content, including carousels, reels, stories and brand collaborations. Each piece balanced strong visuals with emotional storytelling, with several posts sparking viral engagement — including one reel that generated over 30,000 views.

This early engagement has helped the project spread quickly across both local and global audiences.

Project impact

Following our collaboration, Crafted Liberation has shared its mission with renewed clarity and confidence, connecting with audiences on a deeper emotional and cultural level.

In partnership with the Australian Design Centre, the project gained immediate national attention — with features in ABC, SBS, Marie Claire, and leading design platforms including DesignBoom and Australian Design Review.

Just three months after the exhibition, the project was invited to exhibit at IKEA’s Design Museum in Sweden as part of Women in Design: Changemakers — continuing to build momentum and expanding its reach through the foundations set by our strategy work.

Key takeaway
  • Clear messaging builds stronger emotional connections
  • Consistent design across web and social creates trust
  • Authentic storytelling drives organic growth
Our services
  • Brand messaging & identity
  • Creative direction
  • Copywriting
  • Website design & development
  • Social media content design
Links

rk-collective.com/crafted-liberation

Credits

Photos: RK Collective

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