Co-Design for Social Impact: How Storytelling and Design Drive Change
In today’s rapidly evolving world, the need for meaningful social impact has never been more pressing. Whether it's addressing community needs, amplifying marginalised voices, or fostering sustainable change, storytelling and design have emerged as powerful tools to drive social impact. At nooh Studio, we believe that the heart of impactful storytelling lies in collaboration and co-design – creating with communities, not just for them.
Why Storytelling and Design Matter for Social Impact
Storytelling and design are not just about aesthetics or narratives; they are strategic tools that can empower communities, shift perceptions, and inspire action. When applied thoughtfully, they can make complex issues accessible and relatable, motivate people to engage, and mobilise communities towards collective action. Here’s why storytelling and design are essential for social impact:
Building Empathy and Connection: Stories have the power to humanise data and statistics, making abstract or overwhelming issues more tangible. By telling the stories of those directly affected, storytelling fosters empathy and builds a personal connection with the audience.
Amplifying Voices: Design and storytelling allow marginalised or underrepresented groups to have their voices heard. Through co-design, these groups are not just subjects of the story but active participants in creating the narrative.
Driving Engagement and Action: A well-crafted story coupled with impactful design can inspire audiences to take action – whether it’s donating to a cause, volunteering, or advocating for change.
Creating Lasting Change: Beyond immediate engagement, storytelling and design have the potential to drive long-term change by altering perceptions, influencing public policy, and embedding new cultural norms.
Co-Designing the Future: The Young Gamechangers Fund Case Study
One of our standout projects that exemplifies the power of co-design in driving social impact is the branding of the Young Gamechangers Fund with the Co-op Foundation. This initiative showcases how co-design, storytelling, and strategic design can transform not only a brand but the communities it aims to serve.
The Challenge: Empowering Youth Through Co-Design
The Young Gamechangers Fund, backed by the Co-op Foundation, the Co-op, and the #iwill Fund, was created to empower young people to lead projects that make their communities safer, more sustainable, and more inclusive. Historically, young people have often been excluded from decision-making processes, particularly in funding and community development. The Young Gamechangers Fund seeks to change this by providing grants of up to £20k a year directly to youth-led initiatives.
To ensure the fund resonated with its target audience, we embraced a co-design approach. We invited 15 young designers to join the nooh Studio team for a four-week intensive collaboration to create the brand identity of the fund. This wasn’t just about creating a logo or a set of graphics; it was about empowering young voices and ensuring the brand reflected their aspirations and values.
The Process: Co-Design in Action
Our co-design process was dynamic, inclusive, and collaborative. Over four weeks, we guided the young designers through every step of the design journey, from initial brainstorming to final execution. Read more about our nooh® Thinking process and a breakdown of each week.
The Impact: A Bold, Youth-Driven Brand
The result was a bold, youth-driven brand that not only visually represented the Young Gamechangers Fund but also embodied the spirit of co-design. By involving young people directly in the creation process, the fund’s identity feels authentic and resonates deeply with its audience. As Andy Mortimer, the previous Head of Communications at the Co-op Foundation, noted:
“Helena and the nooh Studio team were collaborative from the outset. They innovated new ways to engage young people and delivered everything on time… no small feat considering the partners involved. We’re delighted with the final product and look forward to seeing its impact!”
Moving Forward: Storytelling for Social Change
Co-design is more than a method – it’s a commitment to inclusivity and empowerment. As we look to the future, we’re excited to continue leveraging storytelling and design to drive social impact. Our upcoming webinar will explore these themes in depth, providing insights and practical tips on using storytelling to foster social change.
Interested in learning more? Join us in October for an interactive session where we’ll dive into the power of storytelling for social impact. Sign up via the link in the comments – see you there!
