Ministry of Awesome

Website, Social Media, & Brand Journey Development

Overview
Ministry of Awesome needed a refreshed digital ecosystem for their startup incubator — one that clarified the founder journey, unified their sub-brands, and communicated a clear narrative across the website, social media, and programme materials. I led an integrated project across UX, UI, content strategy, social design, and the development of a new “dot-point journey” brand framework to guide founders from first curiosity through to active participation.

Process
Anchored in design thinking, I began by empathising with three core groups: early-stage founders, growth-stage entrepreneurs, and partners supporting the innovation ecosystem. The problem quickly surfaced: the incubator’s story was strong, but fragmented — making it hard for founders to understand what steps to take and when.

During the definition phase, I mapped out the existing touchpoints across the website, socials, and programme materials. This led to the creation of a dot-point brand journey: a clear, visual pathway distilling the founder experience into simple, recognisable steps. This system became the basis for content structuring across all channels.

In ideation, I explored how this journey could translate digitally and socially. On the website, it became a central navigation and storytelling device. On social media, it evolved into a visual rhythm of iconography, colour-coded steps, and simplified messaging that made complex programme information digestible at a glance.

The visual direction used bold layouts, energetic colours, and optimistic typography — staying true to the Ministry of Awesome tone while creating more clarity and coherence across touchpoints. I then developed the website on a flexible CMS so the team could easily update programmes, events, and success stories.

Challenges & Constraints
The primary challenge was integrating multiple sub-brands and content streams into one cohesive narrative. The design constraint became: how do we simplify without oversimplifying? Every element — from website modules to social templates — was pared back to what supported comprehension, action, and consistency.

Outcome
The result is a unified, founder-centric digital ecosystem. The new dot-point brand journey provides clarity across all channels, social content is now structured and recognisable, and the refreshed website offers a clear pathway into the incubator. Together, these touchpoints strengthen Ministry of Awesome’s presence and make it easier for founders to navigate their entrepreneurial journey.

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