The W.K. Kellogg Foundation wants to change the way societal systems work so they improve equity for all people, especially children and families of color. Their Communications Team came to us with the goal of explaining a variety of socioeconomic topics to anyone — making complicated issue more approachable, and making it clear why certain systems need to change.
Together we developed a polished vector style that uses color and human-centered scenes to guide us through each story.
The W.K. Kellogg Foundation is dismantling structural racism embedded in our core institutions by partnering with communities to transform policies, practices, and narratives—building a society where every child can truly thrive.
The art direction leverages the contrast of the deep blues with vibrant yellows of the foundation’s color palette to symbolize the journey from adversity to possibility. Rather than relying on impersonal iconography, we focus on intimate depictions of families and community life, bringing warmth and humanity to complex systemic issues. The visual language employs bold, geometric shapes while maintaining accessibility through simple representational objects, and infusing depth through thoughtful layering and shadow work. Centered compositions anchor each scene, drawing viewers’ attention to the heart of the narrative while reinforcing the message of balance and equity.
When ideating on the imagery to represent specific themes and messaging priorities, we always start people-first by crafting images of community. We then buildout an environment that is themed with a specific metaphor for the video’s topic.
As we construct each scene, we navigate layers of constructive feedback focused on equity, inclusion, respect, and compassion toward those who need the most support. We make sure each asset adheres to the organizations high ethical standards.
Our ongoing collaboration with the W.K. Kellogg Foundation showcases the delicate balance we’ve struck between creative storytelling and institutional precision. The rigorous production process strengthens the final product: animations that pair approachable character-driven narratives with the gravity of U.S. development challenges. By distilling complex socioeconomic concepts into relatable human-centered stories, we create content that resonates emotionally while maintaining intellectual integrity — ultimately expanding the reach of the foundation’s message to audiences who might otherwise have remained disengaged.
Producers & Writers Aliyah Oestricher, Megan Burke, Katrina Deptula
Art Direction John Martinez, Hannah Saidiner
Storyboards John Martinez, Hannah Saidiner, Eri Hashimoto
Animation John Martinez
Sound Design Chris Mastellone, Hannah Saidiner
