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.


Wasteland: Using public art to catalyse commercial marine debris recycling
Wasteland was an art installation created by our team and collaborators in 2018. Made from recycled plastic, it featured 2,255 orange spheres, suspended from the 24-metre tall ceiling of Sydney Customs House.
Brought to life through a joint-community effort, Wasteland became a real-world model of what’s possible when creativity, sustainability and collaboration intersect.
Note: This project was supported by the City of Sydney’s Art & About program. Learn more about our funding support services in this case study.
- Create an immersive public art experience to raise awareness for plastic waste
- Demonstrate the feasibility of marine plastic recycling
- First public installation in Sydney to use recycled marine debris with commercial injection moulding
- 120kg of marine waste processed locally in Curl Curl — proving the potential for a circular economy
- Engaged 50,000+ in-person visitors and reached 100,000+ online viewers through digital content
- Enabled our design and manufacturing collaborators to explore commercial applications for marine debris
- Art and design has a significant impact on environmental awareness and innovation
- Building a circular economy requires creativity, experimentation and perseverance
- Local infrastructure and partnerships are key to circular economy feasibility
- Visual storytelling bridges the gap between policy, business and public engagement
- Government grants can unlock high-impact creative innovation
- Creative concept development
- Public art production
- Digital content and storytelling for public engagement
- Grant application and funding strategy
Photos: City of Sydney / Katherine Griffiths
Case study written by Gabrielle Dela Cruz. Gabrielle has a deep passion for science communication and sustainability. Currently pursuing a bachelor’s degree in Earth and Atmospheric Sciences at Cornell University, she brings a thoughtful, creative approach to her work at ReCo Digital — driven by purpose and curiosity. Connect with Gabrielle on LinkedIn.
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.

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