Crafted Liberation: Audience-led strategy for cultural disruption

Crafted Liberation’s key supporters were defined by the emotional drivers behind the project. We conducted a series of surveys and interviews with 15 participants — a mix of Iranian and non-Iranian individuals who had engaged with or heard about the initiative. These insights allowed us to segment the broader audience into distinct groups, each with clear motivations that aligned with the project's values and objectives.

We identified two primary audience groups:

• Iranian women in Australia and overseas
• Non-Iranian women, who resonated with the project’s message of empowerment and resistance

These insights shaped the communication and brand strategy for Crafted Liberation, helping set clear goals for audience engagement and define the project's potential impact. They also informed the creative direction and storytelling, ensuring the content resonated deeply with supporters.

Collaborating with RK Collective, we defined a clear and distinctive positioning for Crafted Liberation — one that aligns with their philosophy of ‘Lead with ethics, design for impact, focus on change.’

Crafted Liberation is anchored in 3 foundational pillars:

• Artistic expression & aesthetics: The initial draw towards a broader audience’s interests for appreciation of art and design
• Women's empowerment: The core message and deeper narrative that inspires and connects people to the founding story and movement
• Design for social impact: The guiding mission behind RK’s work and Crafted Liberation’s role as a platform for cultural change

We developed a unified tone of voice to guide all communication touch points — from the website and social media to video scripts and media responses. The tone is strong, confident and inclusive, speaking truth with clarity and purpose. It is both a source of hope and a call to action, accessible across diverse audiences.

This stage helped solidify a bold, consistent brand presence that communicates RK Collective’s mission while keeping their audience engaged, inspired and involved.

Crafted Liberation’s vision is to celebrate the voices of Iranian women and grow into a platform for broader cultural empowerment. To scale the movement and reach new audiences, we developed a growth strategy that prioritises high-impact storytelling, visual virality and values-aligned partnerships.

The strategy included:

• Optimised content planning for reels carousels and stories designed to trigger saves, shares and follows
• Community-led messaging, inviting supporters to participate and advocate by re-sharing stories
• Strategic partnerships with aligned media outlets, cultural institutions, designers and influencers to tap into new audiences and gain earned media exposure
• A clear call-to-action funnel that directed online interest toward real-world participation — including exhibition visits, press coverage and grassroots support

This approach laid the groundwork for Crafted Liberation to not just be seen — but to be shared, talked about and remembered.