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.

Circular Sydney: Mapping local circular innovation with expert insights and AI

About

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.

Project goals
  • 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

01
Built from the ground up

We identified and interviewed 30+ businesses and organisations across First Nations practices, design, architecture, manufacturing, science and startups. These included:

  1. Interviewees: OzHarvest, UNSW SMaRT Centre, BlockTexx, Citizen Wolf, Urban Beehive, Planet ARK, Boomerang Labs, Regen Sydney and more
  2. Advisers: Gemma Dawson (City of Sydney) and Matthew Wright-Simon (Engage Change)

All contributors were based in Sydney and introduced mostly through community referrals — creating a genuine, connected and diverse network.

02
AI-powered publishing

We created the full system in-house, using AI to help speed up and streamline production. Key steps included:

  1. Tailored interview questions, created with AI prompts
  2. Content written, edited and fact-checked by science and sustainability grads
  3. AI-assisted editing to improve clarity and tone
  4. Publishing via our blog as an open-access content hub

We grouped the interviews into 7 key areas of the circular economy: Design, materials, manufacturing, logistics, consumption, reuse and recycling.

This lean, AI-powered approach enabled us to publish 33 interviews in just 2 months — efficiently and at scale. Read the Circular Sydney content library.

03
An accessible, unfiltered circular economy content library

The content is publicly accessible, offering a rare, unfiltered glimpse into Sydney’s circular economy landscape. Councils, brands and businesses can tap into these insights — seeing who’s doing what, and how.

We also shared this project with over 1,000 attendees at Purpose Conference 2023, helping broaden its reach and impact.

04
Government funding support

This project was made possible by a grant from the City of Sydney’s Knowledge Exchange program — which supports ideas that help share local knowledge.

We’ve since used this experience to support other purpose-led teams in winning grants and funding. See the funding & partnerships case study for more.

05
Circular Sydney LIVE event

The interview project helped inspire Circular Sydney LIVE — our event focused on helping purpose-driven brands grow with better research, branding and strategy.

Learn more about Circular Sydney LIVE.

Project impact
  • 33 interviews published in 2 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
Key takeaway
  • 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 policy-makers
  • Government grants can help bring big ideas to life
Our services
  • AI-assisted research and interview design
  • Circular economy storytelling and segmentation
  • Funding strategy and reporting support
Credits

ReCo Digital / Jason de Plater

Pitch decks
Can we support your growth journey?

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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for impact-driven brands

We help impact-driven businesses secure funding and partnerships by clearly articulating their purpose and path to growth.

Funding communications
for impact-driven brands

We help impact-driven businesses secure funding and partnerships by clearly articulating their purpose and path to growth.