How do you update the products of a 20-year-old company?
CLIENT
PROVISIONS
Art Direction
Brand Strategy
Logo Design
Brand Design
Presentation Design
Sales Collateral
Social Media Templates
TEAM
Alexus Washington
Hank Washington
In our journey to give DiversityInc's Top 50 product a fresh look, we dived deep into our extensive DEI data collection, spanning an impressive 22 years. Watching how the list has evolved, we've seen it get better and better, reflecting how companies are changing and improving their diversity strategies. We've noticed a lot of changes on the list, with new companies coming up and others working hard to keep up with what's happening. Our audits cover everything from how diverse the company's leadership is to their talent programs, workplace practices, supplier diversity, and philanthropy. We're proud to say that our approach to DEI sets a new standard of excellence
Our challenge is to craft a visual identity that not only reaffirms our value but also boosts confidence in our partnerships, reflecting the depth and breadth of our unparalleled DEI data collection and the continuous evolution of our Top 50 list. We want to elevate the brand and build trust, aiming for the Top 50 Event to become the Grammys of Diversity. Providing top-quality products and maintaining our reputation and trust are of utmost importance, emphasizing the data leveraged by the Top 50. To achieve this, we must adopt a more human-centered, bold, vibrant, and contemporary approach, driving survey interest into conversion.
RESEARCH
Challenge
The previous branding lacked consistency and failed to align with the company's rebranding to Fair360. Furthermore, the product's brand lacked a standalone logo suitable for various platforms and applications. It lacked a proper visual identity that could be applied to all collateral, including promotional materials, and was outdated compared to other competitors. Since its launch, there have been no updates to the branding, necessitating a complete overhaul.
Our approach
We embarked on a journey to reimagine this branding, beginning with a thorough examination of competitors and their branding strategies aimed at achieving standout presence. Our process commenced with stakeholder interviews and collaboration with the marketing team to chart a direction that preserves brand equity while revitalizing the unique essence of the Top 50, which is rooted in data. DiversityInc's unparalleled approach to data collection, garnered through extensive surveys, sets them apart from competitors, providing unparalleled insight into diversity metrics.
Social proof
It's crucial for clients and prospects to feel confident when using our collateral to demonstrate their achievements with the product. Our Top 50's new logo stands out among competitors and is easily adaptable across multiple platforms, ensuring seamless application of branding assets.
Event assets
The Top 50 is more than just a survey; it's a prestigious corporate gala attended by CEOs, DEI Chief Officers, HR representatives, employees, and leaders from Fortune 500 companies, all gathering to celebrate their DEI initiatives. In 2023, they organized both a physical and virtual experience, aiming to replicate the same atmosphere in both settings. This is where the importance of brand elements shines. Take a closer look!
