What began as an idea in a paper now grew into a global movement with its launch on the U.S. hit series The Daily Show with Jon Stewart.
Amsterdam-based design firm Momkai, led by creative director Harald Dunnink, played a key role in the international launch of The School for Moral Ambition in New York. This nonprofit organization, which he co-founded with historian and best-selling author Rutger Bregman, aims to help ambitious professionals worldwide turn their ideals into impact.
Design as the foundation of a movement
Momkai was closely involved in its founding from the beginning. The founding team found its home at Momkai studio in Amsterdam, before the organization grew too large and moved to the World Trade Center in Amsterdam and opened a new office in Manhattan, New York.
The brand identity, the book covers in all markets, and the design system with the strategic positioning were developed by Momkai. Storytelling, design and the campaign mindset of making work of ideals were embedded in the organization from the start.
After successful launches in Amsterdam and Berlin, the official launch in the United States took place this week with an event at the company’s own office in New York’s SoHo district.
“From the moment I had read Rutger’s first manuscript, it dawned on me that Moral Ambition was much more than a book; with great potential to become a true movement. We decided to build a brand, using it to help people put work into their ideals,” says Harald Dunnink, co-founder of The School for Moral Ambition and creative director of Momkai: ”So our central design question became: how do we make doing good look as good as possible?”
Rapid growth: from pilot to international movement
In just a year and a half, The School for Moral Ambition grew to:
- Nearly 9,000 members in more than 90 countries
- More than 3 million in funding
- 100,000+ followers on social media
- A best-selling book in every market it came out in, including Great Britain
- Media coverage from the likes of Trevor Noah and The Daily Show
- Laudatory reviews in The Guardian and the Financial Times
Recognizable symbols, real stories
A movement only really grows when people recognize themselves in it. That is why The School for Moral Ambition is not only about a powerful message, but especially about faces and stories that show: this is also success. And you can be part of it. From the beginning, rituals and symbols play a role:
- In Europe, the Friso Kramer Result chair became the first icon: a Dutch design classic that symbolizes daily ambition and meaningful work as a school chair.
- In America, a powerful, universal image was chosen: a bright red school bus, an invitation to get in and take action together.
Each element is designed to resonate internationally as well as stay true to the core of the movement.
About Momkai
Momkai is an independent strategic design firm that helps brands grow and initiate movements. Starting from the shared purpose between community and organization, Momkai helps brands make their mission tangible, from strategy to design. Momkai has previously worked for De Correspondent, Kom op tegen Kanker, Oncode Institute and Golazo.
