In collaboration with creative director Birgitta Homburger, I developed a compelling brand positioning that served as the collective's core narrative. Made for persuasive messaging in both the short and long term, this positioning focused on their mission, vision, values and reasons to believe: proof of why audiences should trust their brand’s mission. 

Rather than relying on a gender-centric approach to their ‘all-female’ design collective, we encouraged them to contextualise their work through a purpose-driven lens. This included discussing their motivation for creating, the cultural value they bring to their work, their shared vision and values as a collective, their collaborative process, their artistic contexts and their ability to engage in public discourse to inspire new ways of thinking about design.

This positioning, with its engaging narrative, helped to define matter of course as a brand and reach a larger public.