Sculpting a movement for morally ambitious firestarters

In a world yearning for change, The School for Moral Ambition is more than just an idea - it is a call to action. Together with the creative forces at Dutch memberful design studio Momkai, this movement transforms individual purpose into collective momentum. Redefining what it means to pursue a meaningful career. With the launch of the initiative’s brand identity and platform, morally ambitious firestarters are being inspired to help tackle the world’s most pressing challenges.

A vision rooted in ideals

When Harald Dunnink - creative director of Momkai - first encountered Rutger Bregman’s manuscript for Moral Ambition, he was struck by its potential. Along with co-founders Julia van Boven and Jan-Willem van Putten, they envisioned a broader movement - a platform where moral ambition was not just a personal pursuit, but a rallying cry. The mission? To push talented professionals to apply their expertise toward helping solve society's greatest challenges.

The School for Moral Ambition is built for those who aspire to make a real impact. This isn’t about chasing promotions or corner offices. It is about embedding purpose at the heart of careers, and creating a future where ambition aligns with societal benefit.

Kickstarting it all

The project delivers a comprehensive experience that includes a best-selling book, brand identity, launch videos, digital media platform, educational materials and a strategic fundraising campaign.

In late 2023, a pilot for the School for Moral Ambition in the Netherlands and Belgium was started. The team at Momkai began to build the ‘prototype’ of the campaign and platform. In this phase, they wanted to learn as much as possible about what was working and what wasn't. 

Momkai created a digital platform and launch videos for everyone who had read the book and wanted to take the next step. Also, an editorial department was initiated to share powerful stories and insights on moral ambition with a wider audience. As well as launching a podcast on the subject of moral ambition, hosted by the famous Dutch science journalist Anna Gimbrère.

With a provocative billboard and social media campaign stating 'We pay you to quit your job' and 'Put your ideals to work', professionals at the Zuidas (the Wall Street/City of The Netherlands) were challenged to switch to more impactful jobs, and apply for one of The School's exclusive fellowships.

Also, in their quest to promote the ideal of Moral Ambition, they built an extensive network of ambassadors.

Designing for change

Central to the movement is its distinctive visual and digital identity. From the first concept sketches to launch, the design mirrors the ideals from Bregman’s book. The creative process started with the book cover, and was quickly elevated to encompass a fully fledged online experience.

The school’s branding incorporates a rich, warm colour palette: a nod to craftsmanship and expertise. Digital woodwork elements echo the tangible nature of the ambitions set by The School, while ever-evolving circular motifs represent the personal growth of every individual who joins the cause.

The launch video encapsulates the spirit of this movement. Through a blend of storytelling and symbolism, it extends an invitation: to take that next step and put your ideals to work.

The team at Momkai created a robust digital platform to ensure resilience during high traffic periods, as well as videos for promotional content, and various digital tools for educational materials and community engagement.

Their techstack primarily consisted of Webflow, Xano and Wized for an intuitive and low code process.

Building a community of impact

This isn’t just a visual journey. It is an intellectual and emotional one. The School for Moral Ambition offers a comprehensive member experience designed to inspire and initiate a genuine movement. From educational materials to a bespoke podcast series, every piece of content is crafted to engage and equip individuals ready to challenge the status quo.

At its core, the project builds a community - a network of like-minded individuals, all united by a common goal: to make a difference. The platform offers a space where people can connect, share ideas and find the resources they need to turn their ambitions into real-world action.

A global movement that is just getting started

The movement is gaining traction. From viral social media campaigns to major news segments. The school’s mission continues to inspire people to make the leap from passive awareness to active involvement.

Currently, they are launching the Moral Ambition Fellowship programme.

To determine the mission of the first fellowships, a research team began with a longlist of 30+ neglected global problems. After about 1,000 hours of research and interviews with more than 50 experts, two cause areas came out on top: 

• fighting the tobacco industry (8 million deaths a year) 
• accelerating the protein transition (crucial to combating climate change). 

Rutgers announcement of the fellowships was published in eight major European newspapers, such as Die Zeit and El País. With applications from 19 European countries it is on track to make an impact worldwide. 

Next year, The School for Moral Ambition will start focusing all efforts on the global launch of the movement. Their aim? To create a network of moral leaders, each driven by the desire to reshape the world for the better.