Overview
T. Rowe Price was planning its inaugural Diversity and Inclusion Summit for the firm and needed a brand. With limited resources in the Brand + Creative department, my team in Marketing Services was chosen to take on the task.
T. Rowe Price was planning its inaugural Diversity and Inclusion Summit for the firm and needed a brand. With limited resources in the Brand + Creative department, my team in Marketing Services was chosen to take on the task.
Task
As a member of the Design Assist and Presentation team within General Production, myself and a team member were asked to develop creative concepts for the brand direction of the inaugural Diversity and Inclusion Summit.
As a member of the Design Assist and Presentation team within General Production, myself and a team member were asked to develop creative concepts for the brand direction of the inaugural Diversity and Inclusion Summit.
Actions
I began identifying a user-facing challenge. With no previous guidelines to leverage and smaller events from subcategories of the Diversity and Inclusion department, a common theme across the department was there was no unifying theme. The Women's Roundtable, Pride at T. Rowe Price, and the Ethnic Diversity Roundtable had their own respective event identities and symbols associated, but nothing for the department as a whole.
I began identifying a user-facing challenge. With no previous guidelines to leverage and smaller events from subcategories of the Diversity and Inclusion department, a common theme across the department was there was no unifying theme. The Women's Roundtable, Pride at T. Rowe Price, and the Ethnic Diversity Roundtable had their own respective event identities and symbols associated, but nothing for the department as a whole.
Post-it notes filled a conference room wall in this short 30-minute session.
I brainstormed various ways that diversity and inclusion had an impact on employees at T. Rowe Price. While a lot of superficial ideas tend to arise when thinking about diversity, I began digging deeper into unseen factors like religion, sexual orientation, ability/disability, socioeconomic status, education, and more.
Similar diversity and inclusion topics were then clustered.
From these clusters, a few overarching themes were identified. These themes became the foundation of how my approach was visualized: No matter your skin color, what you believe in, your ability, or your life circumstance, we all can share an open forum on the foundation at T. Rowe Price. Shades of gray were represented on top of a blue supporting strip.
Once my team mate and I developed our respective concepts, we presented to the director of diversity and inclusion and as a result, my concept was chosen.
Table tents, name tags, wayfinding, environmental designs, brochures, a presentation deck, and an event handbook were some of the assets created for this event.
These items went through to production and variety of production work was completed after masters were created. Projects were sent to our quality control team and back to project management for completion.
