Narrative Strategy | Video Development | Design + Editorial Direction | Content Development
Just Economy Institute
In the growing field of financial activism, the Just Economy Institute (JEI) is one of the brightest leading lights.
At a moment when we are experiencing a massive wealth transfer, as Boomers turn over trillions of dollars to younger generations, JEI is full of individuals passionate about accelerating the emergence of a just economy.
JEI educates, supports, and connects financial activists who are shifting the flow of capital and power to solve social and environmental problems. Now in its seventh cohort, a 9-month fellowship anchors programming, and extends to nurture a growing community of alumni fellows and create other field-building efforts. Originally launched as the Integrated Capital Institute at RSF Social Finance in 2017, JEI has been independent since 2021. As the initiative was transitioning, Do Good Better produced a video inviting people to Transform Your Money, alongside a microsite with a range of ways to learn and take action.
“Do Good Better and their partners are amazing listeners, well-connected leaders, and highly skilled professionals. I have great respect and appreciation for the excellent work they do, the way they collaborate, and what they make possible.”
— Deb Nelson, Just Economy Institute
To support the development of the JEI brand, the core team participated in a narrative strategy process, landing on core values of Community, Collaboration, and Transformation — taking on the Extractive Economy — and embodied by a Pollinator archetype. To bring the story to life, Do Good Better helped to create a dynamic brand system in development with creative collaborators, and produced content for the launch of the JEI website.
The creation of JEI’s inaugural stakeholder report was led by Do Good Better, and showcases the incredible talent and leadership within the JEI community, marks highlights from the organization's fellowship cohorts, and supports fundraising. Content for the report was informed by a set of Collaboration Stories and fellow profiles created for JEI’s blog, alongside editorial and design direction for an email newsletter, to ensure ongoing celebration and amplification of the community’s work.
Collaborators
Visual identity: Tigist Kelkay, Yolkworks
Website: Poonam Whabi
Transform Your Money video: Ruben DeLuna, Ruben DeLuna Creative
Stakeholder Report: Elissa Schloesser, Visual Voice