Build a business that makes a difference
Contribute towards a better society, and world, for all.
There has long been an expectation of B2C brands to play their part in building a better world, with their very reputations depending on the ability to do so. Today, that expectation has reached the world of B2B.
The way we value the businesses we work with has changed. It’s not enough to be good at what you do, customers also want you to do good. This responsibility has become a commercial necessity, as well as a moral imperative. Conducting business the right way can help you connect with customers, but the ways in which you inspire change on their behalf needs to be an authentic part of your identity.
Explore
Discover
Identify
Establish
Create
Inclusion & Diversity
Ciena’s people strategy is a fundamental part of their corporate and future growth strategies.
Having previously developed the “People Promise” graphic identity – we were perfectly positioned to explore the development and application of the Ciena Inclusion & Diversity strategy, which sets out the principles and actions that deliver this element of the People Promise.
Activation
Guardianship
Internal Engagement
Ciena truly understands the impact that a rich workplace culture can have on employees. An attitude that is supported by the People Promise and their belief that success is ‘rooted in people’
Building on this framework, we worked with the Inclusion & Diversity team to create a visual methodology that could bring the strategy to life – allowing it to be communicated and ‘lived’ effectively by all stakeholders.
Our concept was deeply rooted in the knowledge that the need for clarity, honesty and transparency when it comes to these topics has never been greater. Building an Inclusion & Diversity program is not about having all the answers; it’s about creating an environment where the right conversations can take place, contributions can be shared, nobody is excluded and people can know their voice is heard.
We created a long-copy concept aimed at fully explaining the strategy; what it consists of and what it could mean for everybody connected to Ciena.
Our visual execution of this methodology looked to embody the idea of many people contributing to a single conversation, using SMS chat-inspired graphics to emphasise the themes of diversity and universal inclusion.
In doing this we were able to modernise and shift the tone of these internal communications, allowing them to be seen as tangible, everyday occurrences that integrate naturally with people’s lives.
The style also supports the underpinning objectives of enabling the strategy to be launched with impact and clarity, while giving the team a platform through which future communications could be developed and delivered.
Building an Inclusion & Diversity program is not about having all the answers; it’s about creating an environment where the right conversations can take place, contributions can be shared, nobody is excluded and people can know their voice is heard.
