Ruth Baldacchino
Ruth Baldacchino is a globally recognised social justice expert and activist, specialising in LGBTQI rights and participatory philanthropy with a focus on gender justice. We partnered with Ruth to create a cohesive brand and a digital presence that feels warm, credible, and genuinely easy to navigate.
As a studio committed to resourcing the people who lead movements, we built a website that serves as a high-functioning home for Ruth’s expertise—designed for both deep-dive researchers and those seeking quick, actionable insights.
Project Team
Branding and UI Design: Juliette Najman and Alaïs de Saint Louvent
UX Design: Katie Gee
Development: Nata Sheketa
The Challenge
Ruth’s work spans multiple themes, audiences, and global contexts. The structure had to make long-form, complex content easier to scan and share without flattening the nuance of gender justice work. Drawing on our lived experience with advocacy-led branding, we knew the visual identity needed to feel professionally grounded while remaining deeply human and open. The challenge was to create an information architecture that could hold high-level academic credibility alongside grassroots warmth.
What We Did
We designed a visual identity rooted in warm, earthy tones and optimistic accents like blush and ochre. To create a sense of visual rhythm, we introduced playful graphic motifs—squiggles, circles and organic shapes—that give the content momentum. Typography was kept clean and WCAG-compliant to support clarity for readers skimming or studying in depth.
For the website, we engineered specific features to support usability: accordion blocks to manage dense sections and strategic pull-quotes to highlight core messages. Subtle animation adds playfulness without compromising web accessibility. By designing mobile-first, we ensured that Ruth’s advocacy remains performant for users accessing the site from anywhere in the world.
Impact
Ruth now has a bespoke digital home that matches the weight and warmth of their work. By applying a strategic UX lens, we have reduced the “hidden admin” that often burdens independent consultants. The site now handles the heavy lifting of explanation and resource-sharing, allowing Ruth to focus on participatory philanthropy and high-level strategy.
This clearer digital infrastructure means the right partners find the right context at the right moment, strengthening Ruth’s ability to influence global social justice narratives.
