Case Study: Wikimedia Foundation Spotlights Underrepresented Histories with Oak Theory’s Wiki Unseen Campaign Design

Wikimedia Foundation launches SEEN campaign with OAK THEORY in 2 weeks

The Wikimedia Foundation, a nonprofit host of Wikipedia, engaged the web design studio Oak Theory to create a page for Black History Month. Their challenge was to spotlight accomplished people of color who are underrepresented on Wikipedia, but the initial campaign name "Wiki Unseen" risked implying these figures were being ignored rather than celebrated.

Oak Theory designed and developed the Wiki Unseen campaign page, proposing a key visual solution: crossing out the "UN" in the wordmark so it reads "SEEN." This small but meaningful shift repositioned the entire campaign toward visibility. The vendor built the page within Wikimedia's existing CMS and component library, ensuring it was a seamless and maintainable addition. The resulting initiative, a collaboration with Behance and AfroCROWD, commissioned illustrations for historical figures and included a call to action for visitors to contribute, making it a living resource. Oak Theory also created a separate "My Wiki Birthday" landing page to celebrate Wikipedia's 21st anniversary.

Wikimedia Foundation