ABOUT

Expressing expertise for a diversity champion

Overview
Today’s CEOs no longer see Diversity, Equity and Inclusion (DEI) as a box to tick, but as fundamental to the success of their business. But identifying the right partner to navigate change is a challenge. Taken as a whole, the DEI sector struggles to communicate its expertise.

Establishing an industry leader
Undoubtedly one of the leaders within the sector, Delta is led by one of the industry’s most respected business psychologists and academics, Dr Doyin Atewologun. Clients include the UK civil service, global media companies and many FTSE100 and Fortune 500 businesses. They needed a brand that would appeal directly to the global C-Suite, positioning them as leaders in an increasingly competitive field.

Our starting point was to look at the DEI sector and identify the challenges and opportunities for the new brand. A clear strategy underpins the visual and verbal identity; positioning Delta as empathic pragmatists; thought leaders and clear speaking academic experts.

An audience-first approach
We’d identified two central challenges that the entire DEI industry struggled with — how to visually represent complex themes, and how to demonstrate expertise. Adopting our Business to People approach ensured we looked outside the sector to the wider motivations and expectations of their global C-Suite audience. Taking a cue from the media their audience reads — the Economist, FT, HBR and WSJ — Delta’s new brand uses illustrations to convey complex subject matters such as neurodivergence or allyship.

Teamed with a contemporary colour palette, these illustrations not only give Delta a distinct visual asset, it ensures they can introduce topics that are otherwise almost impossible to represent in photography.

Increased memorability
As part of the rebranding process the decision was taken to shorten the name from ‘DeltaAlphaPsi’ to ‘Delta’. This in turn led to the creation of a contemporary new wordmark.