Equity Architect

Creative & Social Media Director Intern

Background

Equity Architect is a social justice consultancy led by Chelsea Jackson-Sandati. We met at an impact conference in The Hague, where Chelsea was speaking on diversity and inclusion in the social enterprise sector. Impressed by her clarity, intelligence, and presence as a speaker, I approached her about collaborating on her social media channels to extend the reach of her ideas and make her work more accessible to wider audiences.

Strategy & Content Direction

The focus of the work was to develop a social media strategy and content direction that would reach younger audiences through educational, empowering content in culturally resonant formats. We built content pillars and a TikTok-first video approach centred on Chelsea’s strengths as a public speaker, scholar, activist and a nerd.

Rather than flattening her expertise into generic “educational” content, the strategy leaned into her personality and interests to create distinctive, values-driven storytelling. This included experimenting with short-form video series that combined social justice themes with cultural reference.

Instagram post designs based on their vibrant brand colours and content pillars : Back to the Basics, What’s going on in the world, What is Equity Architect?, Equity Architecture Re-Dos

Star Trek Future - TikTok Video series

One of the core series, Star Trek Future, drew on Chelsea’s long-standing fascination with Star Trek. Framed through the lens of social justice, the series explored themes of equity, assimilation, greed, and collective futures, connecting contemporary political discourse with the utopian ideals embedded in Star Trek’s world.

By positioning these ideas within a recognisable subculture, the content resonated strongly with audiences among the Trekkies who already shared these values but rarely saw them articulated so clearly in mainstream social media. The timing was of essence , the episode dropped soon after the US election in Nov 2024, which further amplified the response, with many viewers commenting that the series articulated ideas they had long felt and now people needed to hear more than ever.

@equityarchitect Introducing the Star Trek Future! #equityarchitect #trekkie #startrek #startrekfuture #TrekTok #scifi #socialjustice #nowar #nopoverty #barriers #opportunities #rebelpoliticalscientist #nerd ♬ original sound - Equity Architect

Mini-Viral Moment & Momentum: “Introducin’ the star trek future” Episode

Account-level impact
Within 48 hours of publishing the episode, the account experienced rapid organic growth, with followers increasing from 39 to ~1,200 and average views scaling from 400–600 to over 5,300. While exact engagement counts were not captured at the peak moment, comments, shares, and reposts increased sharply during the breakout phase, and had a long tail growth. After a month account followers reached over 2000, 39k views, and 9000 likes.
Beyond the initial spike, the account saw sustained follower growth and consistently higher engagement on subsequent posts, suggesting a lasting lift rather than a one-off viral moment.