Case Study: Creating Identity for CLEAResult's DNA Groups
Introduction:
CLEAResult, a company committed to combatting climate change, believes that diversity, equity, and inclusion are integral to its mission. To foster a culture of belonging and representation, the Diversity in Action (DNA) groups were established by employees to create a sense of community based on shared interests or identities. This case study explores the design process, challenges faced, and the valuable lessons learned in creating a unique and meaningful identity for these groups.
Final Designs for All Groups With the Primary Logo In the Middle
Custom Backgrounds for each group
Button Concept
Mockup of Icon Used on a T-Shirt
Linkedin Post Created using the Pride Icon
Design Process:
Hexagon Symbolism: The design process commenced with the choice of the hexagon shape as a central element. The hexagon, known for its strength in nature, was selected to symbolize unity, reflecting the company's commitment to inclusivity and equity.
Master Brand for DNA Groups: A master brand was created to unify the DNA groups under a common banner, emphasizing their collective importance in fostering diversity and inclusion within the organization.
Identity Icons for Diversity Groups: The next step involved designing identity icons for each DNA group. These icons presented a challenge as the initial approach did not involve group engagement. The groups were shown a concept without their input, resulting in a misalignment of expectations.
Adaptation to Group Preferences: Lessons were quickly learned when the groups expressed their dissatisfaction with the initial design. It was clear that involving the groups and adapting the design to their unique heritage and values was vital. The design approach was reevaluated and personalized for each group, ensuring their identities were accurately represented.
Custom Microsoft Teams Backgrounds: To extend the branding, three custom Microsoft Teams backgrounds were created. These backgrounds blended AI and custom artwork to represent the culture and identity of each group, providing practical and engaging assets for team members.
Early Concept Version 1
Early Concept Version 2
Early Concept Version 3
Lessons Learned:
Inclusive Design Requires Inclusive Input: The experience highlighted the importance of involving the groups in the design process from the beginning. Seeking their input and feedback ensured that their identities were accurately and authentically represented.
Adaptability and Flexibility are Key: The initial design may not always align with the preferences of diverse groups. Being adaptable and willing to make necessary adjustments is vital in ensuring that the design resonates with its intended audience.
Effective Communication is Essential: Transparent and open communication played a significant role in resolving design issues and rebuilding trust with the DNA groups. It emphasized the company's commitment to working collaboratively.
Diversity Drives Innovation: The project reinforced the idea that diversity is not only about equity but also a catalyst for innovation. Embracing diverse perspectives enhances problem-solving and creativity.
Annual Goals and Awareness Months: Creating goals and hosting awareness months proved effective in promoting education and understanding of diversity and inclusion. These initiatives united team members in a shared commitment.
In conclusion, the journey of designing the identity for CLEAResult's DNA groups underscores the significance of inclusivity and engagement in diversity and inclusion efforts. By adapting to the needs of each group and fostering transparent communication, the company succeeded in creating a brand that genuinely represents the diverse identities and values of its employees, reinforcing its commitment to diversity, equity, and inclusion. The case study serves as a valuable example of how design can play a pivotal role in fostering an inclusive workplace culture.