PowerShift e.V. is a Berlin-based NGO working on trade, resource, and energy policy. For a campaign on the EU’s growing demand for critical raw materials, the organization wanted to foreground the human cost behind the Green Deal’s mineral targets—from toxic dust in South African mining communities to the unresolved legacy of labor violence, including the 2012 Marikana massacre.
The campaign translated this story across several formats: a strategy workshop, print brochure, scrollytelling website, and social media campaign. The format mix created different entry points into a complex subject: the brochure and website provided depth and context, while social media distilled key arguments into accessible, shareable content.
As Creative Director at werk21 Kommunikation, I led an initial workshop to define target audiences, key messages, and formats. I then developed the visual direction for the brochure and scrollytelling website, collaborating with Johannes Dittmann, who created the infographics. I built the site in WordPress and designed the social media campaign, translating the material into adaptable templates for Instagram posts, podcast teasers, and quote graphics.
