Building unity and a sense of belonging - Portfolio

Kita-Untuk-Kita

Building unity and a sense of belonging

Coming together with K2K to navigate the ups and downs of PPR life

Background

overview

A compelling brand story is essential for K2K, enabling them to connect with communities and stakeholders while enhancing visibility and impact. To reflect this, K2K engaged XIMNET to craft a narrative that resonates with related audiences, emphasising K2K’s mission of empowering Malaysian public housing communities. We evaluated the community’s needs and applied digital best practices to create a dynamic, modern, and community-driven site. This refreshed digital presence strengthens K2K’s brand, fostering growth and social impact by providing a seamless, engaging experience for people to explore, connect, and contribute.

the client

Dignity for Children Foundation - Dignity for Children Foundation is a non-profit organization established in 1998 to provide holistic care and education for urban poor children in Kuala Lumpur, Malaysia.

K2K stands for 'Kita-Untuk-Kita'. It is an innovative community empowerment initiative developed by Think City, with support from the Ministry of Finance. The program aims to uplift local communities in Malaysia’s public housing by addressing complex social, economic, and physical challenges that have impacted their quality of life.

K2K engages residents in various socio-economic, cleanliness, and beautification projects to foster dignity and independence in livable neighbourhoods. Additionally, it serves as a platform for collaboration among the government, NGOs, private sector, and residents to create a supportive environment for future generations.

challenges

The challenges we faced in working with K2K were multifaceted, starting with the task of defining and clearly communicating their core values and personality.

K2K’s mission—focused on community empowerment and improving public housing—needed to be represented authentically and in a way that deeply resonates with their diverse audience. Additionally, fostering an emotional connection was key. We needed to craft a compelling narrative and use visuals that not only felt relatable but also inspired action and a sense of belonging. Lastly, inspiring brand advocacy required creating experiences that would evoke positive emotions, making supporters feel part of something meaningful, encouraging them to share the mission, and driving advocacy.

This complex challenge involved striking the right balance between emotional appeal, strategic messaging, and user engagement to ensure K2K's brand stood out while cultivating a loyal, active community.

our approach

Our approach for K2K was centred on creating a digital experience that embodies innovation, empowerment, and inclusivity while conveying a sense of progress and inspiration. We meticulously crafted visuals and language that highlight K2K’s commitment to a diverse and united community, striking a balance between warmth and forward-thinking design. Through careful attention to design motifs, imagery, and word choice, we ensured that each element reflects an inviting atmosphere that motivates users to engage with K2K’s mission.

We wanted visitors to feel part of a positive, inclusive journey, empowered to support and advocate for K2K’s mission. By fostering a sense of connection, we aimed to make the website more than just a digital space—it became a community platform that aligns with K2K’s values and inspires action.

Figure 1: A section introducing K2K on the website.

Creating a digital experience that embodies innovation, empowerment, and inclusivity.

The Work

Research

Workshops were conducted to define K2K's core mission elements, ensuring our messaging resonates and aligns with the updated website design. These sessions helped us refine key messages for consistency, making it easy for visitors to connect with K2K’s purpose.

In addition, we researched illustration styles that reflect K2K’s progressive, inclusive identity with a distinct Malaysian touch. This involved exploring visuals that embody empowerment, diversity, and optimism, incorporating elements inspired by local Malaysian artists. We also carried out a market analysis, studying how similar organisations structure content and engage audiences. This research informed our choice of visual and strategic elements, helping us build a site that is both informative and encourages active involvement in K2K’s mission.

Site Architecture

To better serve K2K’s users, we implemented a user-centric menu tailored to the needs of residents across different PPR (Program Perumahan Rakyat) areas. The most popular content is prioritised upfront, ensuring that essential resources are easily accessible. The website navigation remains simple and intuitive, structured around the needs of different PPR communities.

To enhance engagement, persuasive key messages are strategically placed throughout, guiding users to relevant information and encouraging participation in K2K’s initiatives. This layout helps users quickly find the resources that matter most to them.

Driving engagement with inclusive, vibrant design and a focus on positive change.

Design Concept

K2K’s website reflects a vision of progress and inclusivity, brought to life with vibrant colours and dynamic layouts that foster a forward-thinking, community-focused experience. The design balances professionalism with warmth, creating an energetic yet welcoming space. Through innovative elements and approachable visuals, this thoughtful design approach ensures a seamless and inspiring user experience while reinforcing K2K's commitment to positive change.

illustration

K2K’s website features comic-inspired illustrations influenced by the iconic style of Malaysian cartoonist Lat. Rendered in clean black and white, the visuals capture individuals representing PPR's vibrant and diverse communities. This nostalgic yet modern twist evokes familiarity and pride while maintaining a polished and contemporary feel. The hand-drawn aesthetic adds a raw, authentic touch, reflecting the spirit of the people and their stories.

Figure 2: K2K character illustrations.

visual treatment

K2K's visual treatment emphasises the individuality and dynamic potential of each community member. The greyed backgrounds focus attention on individuals, celebrating their unique contributions and actions. To reinforce K2K’s branding, dotted patterns and shapes are seamlessly integrated into the visuals. These dots form organic shapes that symbolise fluidity, innovation, and forward progression, embodying resilience and the pursuit of a brighter future.

Figure 4: Visual treatment for K2K website.

Design Motifs

Using multiple dots to form the motif of community and possibilities.

Character Illustrations

Black and white character illustrations in a Malaysian comic-inspired style.

Responsive Layout

The responsive layout adapts to any screen size, ensuring a smooth user experience.

The Results

The redesigned K2K website significantly enhanced user experience and engagement by focusing on accessibility, intuitive navigation, and visual impact. We optimised the site’s structure to ensure users could easily find resources and engage with K2K’s mission.

project achivements

2.9k

users since its launch in 5 months

2.3

minutes per session on average

20%

of page views landing on Geran Komuniti K2K

42%

and below in bounce rate

The updated design highlights K2K’s values of inclusivity and progress through dynamic, culturally inspired visuals. By simplifying the user interface, we made the platform more welcoming and accessible, ultimately creating a stronger online presence that fosters community involvement and supports K2K's goals.

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