Narrative Pivot for Social Impact Tech Platform

30/05/2025

Industry: GovTech / Social Innovation
Context:
The startup had a powerful platform helping underrepresented communities access legal aid — but uptake was limited due to cold institutional messaging.

Problem:
They had heart, but no story that moved people. Stakeholders were funders, not users. They needed to flip the story.

My Role:
Strategic Narrative Designer on a transformation project funded by an NGO grant.

What I Did:

  • Built a dual-message strategy: a technical layer for funders and an emotional, street-level story for users

  • Created testimonial-based storytelling templates used across landing pages and social

  • Led workshops to help internal teams rewrite their tone of voice to be human, not bureaucratic

  • Designed community engagement formats for pilots in two cities

Team Involved:
Founders, NGO Partner, Civic Engagement Manager, UX Copywriter

Results:

  • Boosted local signups by 62%

  • Attracted two new government partners

  • Became a case study in the grantmaker's annual report

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