Equity Architect
Creative & Social Media Strategy
Context
Equity Architect is a social justice consultancy led by Chelsea Jackson-Sandati, focused on equity, power, and structural change. We connected at an impact conference in The Hague, where Chelsea was speaking on diversity and inclusion in the social enterprise sector.
The collaboration centred on translating Chelsea’s expertise and presence as a speaker into a social media strategy that could carry her ideas to wider and younger audiences.
Approach
The work focused on developing a TikTok-first content strategy rooted in audience insight and cultural relevance.
Rather than positioning the content as generic “educational” material, the strategy centred Chelsea’s voice as a scholar, activist, and cultural thinker. Content was shaped around her interests, humour, and intellectual references, allowing ideas about equity and justice to live within recognisable cultural frames.
Instagram content was designed in parallel, using the brand’s visual identity and thematic pillars to support clarity and continuity across platforms.
Star Trek Future - Video series
One of the core experiments, Star Trek Future, drew on Chelsea’s long-standing fascination with Star Trek as a cultural and political reference point.
Framed through a social justice lens, the series explored themes of equity, assimilation, greed, and collective futures — connecting contemporary political discourse with the utopian questions embedded in the Star Trek universe.
By placing complex ideas within a shared subculture, the content resonated strongly with audiences who already held these values but rarely saw them articulated so clearly online. The ideas were voiced by a credible social justice practitioner, which gave them weight and doing so through a shared reference like Star Trek allowed audiences to feel both guided and seen.
Released shortly after the U.S. election in November 2024, the first episode arrived at a moment of heightened uncertainty.
Outcome & Impact
The series generated rapid organic growth and sustained engagement, indicating audience recognition rather than a one-off spike.
Account-level impact
Followers grew from 39 to ~1,200 within 48 hours
Average views increased from 400–600 to 5,300+
After one month: 2,000+ followers, 39k views, 9,000 likes
Episode-level performance (as of Jan 5 2026)
49k views
10k+ likes
840 comments
1,040 saves
1,060 reposts / reshares
