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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.
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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.
Circular Sydney: Mapping local circular innovation with expert insights and AI
Circular Sydney is a curated, AI-powered interview series spotlighting the people behind Sydney’s circular economy — from policymakers to designers, architects, scientists and startup founders.
The project is a library of 33 interview articles, capturing how circular principles are being applied in businesses and real life in Sydney.
Note: This project was supported by the City of Sydney’s Knowledge Exchange grant. Learn more about our funding support services in this case study.
- Build a diverse interview library showcasing Sydney’s circular economy
- Share real-world stories, motivations and challenges across sectors
- Create accessible public content to support future collaboration
- 33 interviews published in 3 months
- Shared with 1,000+ attendees at Purpose Conference 2023
- Widely read and shared among councils, businesses and changemakers
- Built an AI-supported library to inform future research and projects
- Delivered successfully through City of Sydney funding support
- By combining expert insights, AI tools and emerging talent, content production can be faster, more accurate and deeply engaging
- Interviews reveal powerful insights for businesses and policymakers
- Government grants can help bring big ideas to life
- AI-assisted research and interview design
- Circular economy storytelling and segmentation
- Funding strategy and reporting support
Supported by the City of Sydney Knowledge Exchange grant.
Creative Director: Danling Xiao / ReCo Digital
Advisers: Gemma Dawson (City of Sydney) and Matthew Wright-Simon (Engage Change)
Editors: Zoe Duc, Adam Matthews, Lina Wood, Lucy Campbell, Myra Mow, Pak Chuen Lee, Martina Novajas, Kim Warner
AI content tool development: Ryan Qu
Project manager: Anett Petrovics
Banner photo: ReCo Digital / Jason de Plater
Illustration: Paige Hasaballah / Delta Venus
ReCo Digital acknowledges the Traditional Custodians of the lands upon which this initiative takes place: Gadigal, Worimi, Bedegal, Guringai, Tharawal, Darkinjung, Dharug, Wallumedegal and Gumbaynggirr Country. We pay our respects to the Traditional Custodians of the lands, past, present and emerging. We recognise their deep connection to the lands and their unique cultural heritage, which continues to enrich our shared community.
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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Funding communications for impact-driven brands
Funding communications for impact-driven brands