The Valuable 500 is a global movement putting disability on the business leadership agenda. It required a sophisticated visual identity which would encourage CEOs to engage with an undesirable topic - disability. It had to be designed with accessibility at its core whilst standing out from the sea of soft inclusivity campaigns. The result was a brand identity which successfully marries the strength of business with the heart of responsible leadership, repositioning disability from a ‘charity’ to a ‘corporate’ issue and proving that designing for disability needn’t mean compromising on style.
The new movement was launched to engage time-poor CEOs who don’t see disability as relevant or interesting to them. It needed to have the punch of a cause campaign with the intelligence and sophistication of a b2b campaign. The VI required a level of gravitas & wit which would match the Diversish campaign was launched at the same time. Crucially, the identity had to be inclusively designed.
The #valuable heart was retained as an integral part of the identity, teamed with solid base of the ‘V’ to symbolise the strength of business. Unlike most disability comms, an inclusive typeface - Milbank, combined with contrasted colourful illustrations were introduced. The founders' visual impairment informed many design specs; from the colour choices to production.
The Valuable 500 has been deemed by experts across the world as “the most successful global disability campaign to date”. The thought that went into the accessibility meant it was fully embraced by corporates, their leaders, 57 NGO’s, Governments and consumers with disabilities. Results so far include: 250 companies and their CEOs joining the movement (including Sir Richard Branson), across 42 Sectors and 24 countries, together representing $4tril combined revenue and nearly 10million