A force for good in the business world

This project was undertaken by Sharp Sharp Director Steve McInerny in his freelance work as an Associate with Hoxby.

B Lab is a huge force for good in the business world, providing resources and certification for social enterprises globally. It was a real pleasure to be asked to be Creative Lead for a crowdfunding campaign for their East Africa office, as part of a Hoxby project team.

The brief was to develop a kit of campaign materials to inspire people to share and donate to the crowdfunding campaign. Steve was struck by the impressive and often moving stories of African B Corps, as they work to improve the environment, provide living wages for artisans and so much more. He therefore opted to base the campaign creative around these stories, working remotely with Kenyan B Lab team members to source imagery which tells these stories.

He developed a look and feel for the graphics which combined business-like charts in a playful way with emotive photography of B Corps staff, working within B Lab’s brand guidelines.

This was then applied to a variety of materials including social media graphics, landing pages and a video.

A promotional video is a key way to engage people with crowdfunding projects. Steve was able to use his experience from other crowdfunding projects here. He worked remotely in close collaboration with a Hoxby scriptwriter, a sound designer and with B Lab staff in Kenya to obtain voiceover and video footage. As the budget was tight, Steve directed and edited the video and also created most of the graphics. The video has since been viewed over 75,000 times.

The resulting campaign was shared globally by B Lab and its partners, and while unfortunately it didn’t meet the crowdfunding campaign target this time it did help to raise the profile of B Lab East Africa.