Studio > Profit Without Oppression

Working at the intersection of social justice and economy

Kim Crayton, the anti-racist economist behind #causeascene, approached us to help translate her newest theory into words and visuals. The idea here: carving a space for like-minded people to build a future without oppression.

Organisation: Profit Without Oppression

Services: Content Strategy, Brand Design, UI/UX, Visual Design, Illustration

Credits: Debs Durojaiye, Juliette Mothe, Sacha Fortune



As Kim was still in the early stage of this work, she needed help defining what that space could look like and the purpose and the people it should serve. For this space to take shape, we had to work toward a certain level of certainty while keeping the door open for further exploration.

Rethinking how companies operate

Profit without oppression
A collection of colour visual assets laid out in a tile format


We owed Kim’s boldness and joy not to sanctuarize her thinking. We favoured clarity and playfulness to invite everyone in and create a true reflection of the person behind the theory.

Divorcing critical knowledge from corporate aesthetic and academic attire

pink lips design asset


Starting with content

Our original scope of work entailed PWO’s visual identity and responsive mockups. However, we quickly spotted a missing link between Kim’s working theory and efficient copy. We reassessed her need and suggested collaborating on her content strategy to uncover how to best shape her project and communicate it effectively to others.

Turning a promising concept into a tangible output

A DIY flair to match an evolving theory

PWO is a space to create, iterate and birth something that doesn’t exist yet. To honour this space of growth and reflection, we’ve developed an identity that’s a little bit rough around the edges but owns up to the imperfect perfection of what it means to explore.

various design assets like a speech bubble and PWO logo

Responsive mockups

We provided 8 fully designed pages showcasing user journeys, content hierarchy and brand application. These ready-to-integrate mockups and exported assets left our client with everything she needed to build her website down the road.

A collection of visual assets for pwo
Let's build an inclusive future together
A collection of various design assets

Reach out and say hello

If you want to collaborate with us on a project we’d love to hear from you. Email us at