A three-year brand evolution
In 2017, Kaiser Permanente launched the beginning of a three-year theme for their National Equity, Inclusion, and Diversity (NEID) Conference. The following year, their team reached out to CGI Interactive to create an evolution of the event branding they had used.
Year one was titled #Become and featured overlapping color circles that represented people of all different types coming together, with no single idea or person obscuring another.
What our team provided...
- Event branding
- Presentation template
- Welcome signage
- Pull-up banners
- Event evolution animation
As we stepped up to evolve the brand story, we moved into #Belong. The client provided a great quote to get the ball rolling:
“It’s been said that diversity is like being invited to a party, inclusion is being asked to dance, and belonging is dancing like no one’s watching.”
Our team came up with the idea of using quarter circles to show that we make up something greater than ourselves, if we promote inclusion and diversity. This approach also shows that all of us together can make a beautiful pattern of colors and shapes. We slightly adjusted the color palette to include some of Kaiser Permanente’s brighter tones, to create a stronger feeling of celebration and joy.
While we did eliminate some of the line paths that were used in year one, we created a sense of coming together by always having shapes on the edges seem like they are in the process of being included in the group. Inclusion and diversity are something to continually work on and this approach knit well with that notion of diligence.
The next stage in the evolution focused on taking all of the work of the previous two years and moving forward together — beyond the walls of your business — to look for more ways to promote diversity and inclusion.
To bring this to life, we leveraged the pattern that we created for #Belong and put it along a winding path. We intentionally used a path that is not straight to reinforce that the path may twist and turn, but in the end, we are all in this together.