Before

A powerful idea, but no presence

In 2022, Pete Stavros of KKR founded a nonprofit with an ambitious mission: to reshape capitalism by expanding shared ownership models to workers across the country. The organization was backed by data, influence, and vision but it had no name, brand, or digital presence. This project needed to:

• Introduce a new nonprofit to the world

• Build credibility with financial, labor, and policy sectors

• Inspire trust across diverse stakeholders from private equity firms to frontline workers

• Create a flexible brand system and website that could scale as the organization grew

After

A scalable brand and digital home for a national movement

We delivered:

• A bold brand identity rooted in accessibility and credibility, centered around the idea that Ownership Works

• A confident logo blending a worker-forward monogram with corporate energy and editorial polish

• A website that clearly communicated the movement’s mission and impact while appealing to press, funders, investors, and advocates

• Brand and component guidelines in Figma, enabling future team members and collaborators to onboard and grow consistency

• Custom collateral, including a full-page launch ad in The New York Times and a thank-you page for early partners

Since launch:

• 95,000 employees across 66 companies have joined shared ownership programs

• Over $350 million has been paid out to workers—half of it going to people of color

• 76 institutional partners have committed to the model

How we brought the vision to life

Grounded in a name that says it all

The project began with the name Ownership Works, developed by Tanj naming studio. It was a perfect mix of pragmatic and rallying, and it became our creative north star as we translated it into visual identity.

Designing with purpose and range

Through client workshops and brand questionnaires, we developed a set of brand pillars that expressed the organization’s values: Bold, Open, Humanistic, and Dynamic. I translated those into visual attributes that guided our logo, type, and palette explorations.

• Logo: A geometric monogram ("O" and "W") forming a human figure, like a badge photo, framed in a red square to create a sense of urgency and confidence.

• Typography: Editorial serif and sans-serif pairings (Abhaya Libre, Source Serif Pro, and Source Sans Pro) positioned the brand credibly in financial and policy conversations.

• Color Palette: Balanced the bold red of the logo and added calming neutrals and greens to balance energy with trust and approachability.

From brand to web

The website translated the identity into a professional, editorial digital experience:

• Clear content pathways for new visitors, policy advocates, and financial institutions

• Brand motifs (logo shapes) used to frame photography and content

• Intuitive navigation and opportunities for users to dig deeper into the ideas behind the movement

We designed tools for longevity, including Figma documentation, voice and visual attribute, and a component library, these would be vital resources as the organization quickly scaled its team.

Want to learn more about this project? Lets chat!