Goodwell – Theory of Change
Goodwell Investments is an impact investment fund focused on inclusive growth in Africa and Asia.
They invest in enterprises that provide people with access to essential goods and services such as financial inclusion, healthcare, mobility, and agriculture.
Their goal: a just economy in which everyone can participate and benefit.
The assignment
Goodwell wanted to communicate their Theory of Change — the model that explains how their investments lead to sustainable social impact — in a clear and inspiring way.
We were asked to translate this complex conceptual framework into an accessible animated video that summarises their mission, approach, and impact in one strong visual story.
Approach
We developed a clear visual animation video in which every component of the Theory of Change — from investment to impact — is brought to life step by step.
With smooth motion design and a warm, contemporary illustration style, we show how Goodwell’s investments create real change — from entrepreneurship at the local level to structural inclusive growth.
Result
The video brings Goodwell’s Theory of Change to life in a way that immediately draws investors, partners, and stakeholders into their vision.
The animation illustrates how financial decisions can drive social change, supporting Goodwell in their international communication and presentations.
