Vodafone – Diversity & Inclusion

Identity: internal guidelines & toolkit, podcast, print & social assets

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images (from top left): 1: Identity and usage guidelines. 2: Print and social assets. 3 & 4: Podcast, main cover image.

We were approached by the internal team at Vodafone, who were doing a lot of work across all of their various teams to promote diversity and inclusion. They wanted a new brand that could encompass all of this, and be applied in various ways to a very wide range of projects run by and on behalf of Vodafone itself.

Whilst the initial brief was to create an identity for ‘Diversity and Inclusion’, on discussion we decided that this was perhaps a phrase that wasn’t universally understood by all staff (and was also harder to apply around the world). Instead, I proposed the name ‘Belong’ – as we felt this really summed up what they were trying to say.

I then created a range of identity routes and explored various ‘levels’ that this could be used – from a bold and simple use of the main logo through to subtler applications of type, colour and texture when the brand needed to ‘step back’.

The final chosen identity can be seen above and is made from an illustration showing multiple raised hands that bring colour and vibrancy to the design and imply that everyone has a say. This can also be used as a coloured bar that can be applied to user-generated content without dominating the message.

To explore how this could then be brought to life, I worked with their in-house team, creating their first ever podcast: ‘We Are Vodafone’ – which covers D&I issues. This enabled us to take many of the elements from the ‘Belong’ identity whilst adding some personality unique to the ‘We are Vodafone’ podcast and campaign.

I created the podcast identity ‘we are vodafone’ along with the master application across the podcast cover and episode titles (including how these could be brought to life through animation). These could then be adapted across specific static or animated assets, to be used across social, podcast and Vodafone-specific channels. I then created a ‘kit’ of design elements and source files so they could roll this out across all related assets. 

Animated social ad template for each podcast episode.