Design

Designing diversity

If there’s one brief that I always feel confident will lead to a great creative outcome it’s when a client wants to talk about diversity. All the designers in our studio want a piece of that action as there seems to be endless, interesting ways to talk about it.

Take my favourite infographic for example. It’s just a pie chart really. But thanks to the thoughtful consideration of the topic and data, the creative lives long in the memory.

Credit: www.peterorntoft.com

 

The reason for this is two-fold: the striking reinterpetation of a familiar, and some would argue threatening, visual of the hijab; and adding a human face to a depressingly familiar statistic.

So why does the topic of diversity motivate such striking creativity?

On a practical level, diversity is easy to visualise. There are a huge array of visual cues and language that can be used to make your point. Photos, colours, contrast, symbols and similes can all be used to illustrate a diverse workplace or policy initiative.

There are also many universal themes that can be drawn out, directly or in metaphor, that appeal to our sense of justice. Freedom of expression, individuality, equality, hope, happiness and mutual benefit are ideals that all modern democracies, and the companies that power them, aspire to.

And just as importantly, these broad societal goals are highly personal and felt keenly on a daily basis. This may also explain why the topic of diversity is easier to communicate than the field of sustainability, which can often feel more esoteric or less immediate.

But underpinning all this, I believe, is a deeper, liberal idea; a sense that all creatives can tap into. And that is that we want our workplaces to be fair. We want our colleagues to be chosen on merit. That we like embracing new ideas and new people. And that we want the communications that we produce to reflect the world that we live in: a vibrant, multi-cultural society where differences and creativity are encouraged, rather than admonished.

That’s why many creatives are drawn to the industry in the first place and why it’s always fun to depict diversity on screen.

For more examples of our diversity communications click here.


 

By Gethin Fisher, General Manager