Overview: Deloitte is invested in addressing systemic racism and driving racial equity with research and actionable measures to compel progress. This high-profile report identifies and shares the most powerful actions companies can take to drive meaningful, measurable, and sustainable change to achieve racial equity.
The biggest challenge in creating the visual identity for this report was ensuring that it represented the collective actions that are required to spark real change. After many rounds of concepts, we moved forward with a theme grounded in changing patterns of behavior. In order to advance racial equity we need to dismantle entrenched and biased patterns across the workplace, the marketplace, and society, and reimagine them into new and inclusive patterns of change.
We collaborated with a talented illustrator to bring this vision to life. Inspired by the artwork of Bisa Butler we created a set of patterns that transformed from traditional (to represent the old ways) to modern (to represent a new future). Each set changed over six steps in three unique ways to mimic the three sections of the report.
The first set zoomed in to reveal new ways of doing things that are hidden within the traditional way. The second set morphed from old to new to represent the multiple paths to this new future and the change needed to get there. The third set dismantled the patterns to show that driving change sometimes requires you to tear everything down and rebuild it in an equitable way.
When it came to the web experience, the team wanted all 66 pages of the report content on the Deloitte website. We needed to find a way to make the vast amount of content both visually engaging and digestible to the user. We used The New York Times 1619 project as inspiration, breaking down the content into vertical and horizontal scrolling areas to create a more compact online experience. We also added navigation enabling the user to jump between the sections that interest them the most.
The project was a huge success. Within the first six weeks of its launch, the web site attracted 7,312 unique visitors and 3,480 downloads of the full report. The report findings were featured in Forbes, Bloomberg TV, ABC7 news (San Francisco), and other leading news outlets.
My role: I was the creative lead for this project, overseeing all the creative assets including the art direction for the visual identity and UX research / wireframes / visual design for the website. This project truly took a village. I collaborated with team members of various disciplines to bring this project to life.
