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Lowering thresholds
for diversity 

Diversity Charter Belgium enables all Belgian organisations, private and public, regardless of their profit objectives, to be able to initiate, further develop and champion inclusive practices in the workplace. A clear and valuable reason for existence that needed to be transformed in a recognizable brand identity.

We are well familiar with diversity-induced organizations and initiatives. The recognizable recurring color schemes and tone of voice immediately push toward a fixed perception and image. 

With the Diversity Charter brand, we wanted to really break free of this existing perception and create an openness within the subject of diversity. By pulling our brand away from a known image, we actively lower thresholds for organizations to welcome the charter. In all its simplicity, we needed to build a brand that was accessible and shareable by all stakeholders. 

Launching a brand that will transform diversity policy

The Odd Bunch kicked off the brand building proces with a clear strategic understanding of the goals and objectives that defined Diversity Charter. We started with analyzing all possible opportunities and challenges. Our main focus being: how can we effectively lower thresholds for organizations to act on a positive diversity policy, without pushing them in an already polarized debate that often defeats the purpose of positive change. 

What we did to build the brand

   ‣ Immersion into brand and     
      competitive landscape 
   ‣ Valuable insights
   ‣ Building a unique and distinctive
      purpose statement
   ‣ Defining differentiating brand
      values
   ‣ Building and delivering a unique
      brand identity

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We beautify diversity

Diversity Charter has a clear goal to make workplace environments thrive through a positive diversity policy.
Our mission was to translate this goal into a statement that sticks and captures the true essence of why Diversity Charter matters.

"We beautify diversity" shows how we truly want to inspire and create beauty. It's not about the average or the known; it's about building something that lasts and makes better. 

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