Facilitating Diversity, Equity, and Inclusion
Equity Sequence® is an innovative practice designed to dismantle unconscious bias.
This transformative system comprises five thought-provoking questions that transcend rank, role, identity, and experience, fostering a culture of equity in daily work and decision-making.
As we embarked on the journey to bring this practice to life through branding, our mission was clear: to create an identity that not only engages and empowers but also ignites a movement for change.
Our vision extended beyond a mere tool; we aspired to forge a brand that emanates a strong sense of community, one that reflects the core principles of this transformative initiative. It embodies the spirit of collaboration, illustrating that true change emerges when individuals join forces to challenge bias and champion equity. By embracing this brand identity, Equity Sequence® reinforces its role as a catalyst for transformation and establishes itself as an indispensable tool in the pursuit of a more equitable and inclusive society.
Scope of project
Brand Strategy – Brand Community Strategy – Web Design – Messaging – Branding and Identity Design – Quiz Strategy and Design – Identity System Design – Digital Marketing Assets – Video Production
Equity Sequence's Branding Transformation
Tidal Equality is at the forefront of Diversity, Equity, and Inclusion (DEI) innovation. They approached us with an exciting challenge - to create a new brand identity for their flagship product, the Equity Sequence®. This ground-breaking tool identifies and interrupts biases in decision-making, but it needed a brand identity that could reflect its transformative potential and establish it as a trailblazer in the DEI space.
Our mission was clear: to create a compelling and action-driven narrative that would set the Equity Sequence® apart from conventional DEI programs. We aimed to redefine it not just as a training tool, but as a community-driven platform that brings about tangible change in organizational cultures.
A Call-to-Action for Change
TThe Equity Sequence® isn't just another DEI training; it's a catalyst for cultural transformation. Comprising five thought-provoking questions, it transcends rank, role, identity, and experience, fostering a culture of equity in daily work and decision-making. Our challenge was to translate this vision into a brand image that embodied the strength and spirit of Tidal Equality, showcasing the unique value of the Equity Sequence® in an inspiring and refreshing way.
For its users, the Equity Sequence® is more than just a product—it embodies an attitude, a philosophy, and a resounding call-to-action. Our aspiration went beyond the creation of a brand; we sought to ignite a powerful movement, share a philosophy of equity and inclusivity, and most importantly, we called upon everyone who believed in these values to join Tidal Equality in building a better world.
Research and Exploration: Understanding the practice
Our research journey was a comprehensive exploration of Tidal Equality's vision, the challenges they faced, and the broader DEI landscape. We delved into the gaps in existing DEI initiatives and carefully examined the attitudes of the target audience towards these traditional approaches. This deep understanding led us to uncover their desired changes and emphasized the need to position the Equity Sequence® brand as a platform for anyone who cares about equity, fostering a true sense of community among users
From a Community of Practice to a Community of Action: The Equity Sequence Strategy
We actively listened to users as they shared their perspectives on the Equity Sequence®—some viewed it as a decision-making tool, a new paradigm for thinking, or even a program or training. However, for Tidal Equality, the Equity Sequence® represented something far more significant— It embodied a profound philosophy, captured in the manifesto we crafted for this powerful practice: "It is designed for those who, like us, refuse to accept the status quo and recognize that it is our responsibility to correct the course, drive meaningful change, and urge our leaders into action. We are the ones who reject cookie-cutter and superficial approaches to DEI, demanding genuine transformation. We refuse to settle for mere detours on the path to equity, diversity, and inclusion, and we see Equity Sequence® not just as a training, but as a fundamental attitude."
This revelation became our challenge - to build a brand that captured the Equity Sequence® as it exists today, reflected users' perceptions, and aligned with its future vision. To address this challenge, we turned to methodologies outside of DEI and found inspiration in the stories of Agile, Lean Six Sigma, and SCRUM, where we discovered the power of community-building and shared values. These valuable insights from both a Community of Practice (CoP) and a Community of Action (CoA) played a pivotal role in shaping our strategy for the Equity Sequence™, envisioning it as a platform united by a common purpose and distinguished by its radical approach to DEI training.
More than a training, a Rallying Cry
BBy embracing these insights and sentiments, we crafted a brand strategy that resonates with the audience, captures their aspirations, and positions Equity Sequence® as more than just a product—it represents a call to action, a catalyst for change, and a rallying cry for true equity.
Our research findings laid the foundation for a brand strategy that revolved around two essential principles: showcasing the Equity Sequence® as a platform for action and community engagement, and differentiating it from traditional, less effective DEI models.
We approached the design solution and deliverables for the Equity Sequence® with the goal of evoking emotions and fostering a sense of purpose.
Crafting a Powerful Manifesto
We began by crafting a powerful manifesto that encapsulated the essence of the product, capturing its transformative nature and the mission of Tidal Equality. This manifesto served as a guiding light throughout the design process, ensuring that every element aligned with the brand's vision.
To maintain visual consistency and coherence, we compiled a comprehensive brand manual that detailed the visual identity of the Equity Sequence®. This included specifications for the logo, color scheme, typography, and photography guidelines. By providing clear guidelines, we ensured that the brand would shine consistently and effectively in any setting, whether it be a captivating landing page, an interactive quiz, or engaging social media assets.
A Platform for True Change
In our design solution, we emphasized the core concepts of action, authenticity, and activism. The logo, which symbolizes a call-to-action and subtly resembles a megaphone, serves as a powerful representation of the Equity Sequence® as a platform amplifying marginalized voices and inspiring genuine change. This visual element immediately captures attention and communicates the brand's mission.
We carefully crafted the brand's tone of voice to embody the spirit of the "little activist sister." This passionate, optimistic, yet frustrated voice challenges the status quo and drives progress towards equity and inclusion. By adopting this tone, we aimed to resonate with individuals who shared the brand's values and inspire them to join the movement for change.
To further communicate the shared frustration around the inefficacy of previous DEI programs, we incorporated tearaway graphics into our design. These elements visually represent the frustrations faced, allowing users to physically interact with the brand by tearing off statements or facts. This unique interactive experience fosters a sense of engagement and empowerment, inviting individuals to actively participate in challenging the status quo and driving meaningful change.
Emphasizing Core Concepts: Action, Authenticity, Activism
Our deliverables effectively showcase the uniqueness and potential of the Equity Sequence® as a community-driven platform for action. This branding effort has armed Tidal Equality with a powerful identity to highlight the effectiveness of the practice and advance their mission of fostering tangible equity, diversity, and inclusion in the world.
By incorporating elements reminiscent of activism into our design, we successfully set the Equity Sequence® apart from other DEI models. Dynamic and energetic posters leverage the logo to amplify crucial messages, reflecting the urgency and strength of the brand's mission.
Crafting a User-Owned Entity
Our deliverables also aimed to empower users and position them as the heroes of the Equity Sequence®'s narrative. User feedback, reviews, and testimonials were seamlessly integrated into the design, reinforcing the brand's message and impact through peer influence.
This user-centric approach ensured that the branding resonated with the diverse community, fulfilling our goal of making the Equity Sequence® an entity owned and voiced by its users.
In summary, our design solution and deliverables effectively met the project's goals by crafting a distinctive, action-oriented, and user-centric brand for the Equity Sequence™. It stands as a beacon of purposeful activism, inspiring positive change in the DEI landscape and beyond.
In summary, our design solution and deliverables effectively met the project's goals by crafting a distinctive, action-oriented, and user-centric brand for the Equity Sequence™. It stands as a beacon of purposeful activism, inspiring positive change in the DEI landscape and beyond.
