Be Equal is IBM’s diversity and inclusion initiative which champions equality in the workplace.

We brought Be Equal to life, from start to finish. We named it, we designed the Paul Rand-inspired Bee-and-equal sign logo, we shaped the voice, actions, and style of content. Much of the work was meant to exist within IBM. As an opening salvo, for example, we filmed IBMers, including the CMO, making pledges to promote diversity in their own way. We also created posters and signage to decorate IBM offices. The success of this internal campaign prompted IBM to ask us to create public-facing OOH banners and print ads, inviting the public to pledge to Be Equal. These ran in global publications.