Alicia developed the style over a number of years and iterations. Designing for a non profit brings a number of challenges, particularly when lots of new content on the same subject was popping up following the success of the Give2Goma campaign. To respect the culture that the org was representing, Alicia settled on utilising the Kuba pattern for backgrounds, and creating animated lower thirds of the pattern to differentiate their content from everyone else’s. 

The photography and videography style was clean, and empathetic but not exploitative to make sure the participants were given agency.