Diageo
Establishing an industry-leading perspective on inclusive design
The challenge
After collaborating with Diageo’s global design leadership on a series of future-focused organizational and design projects, we recognized an opportunity to create one holistic design vision:
What are the practices, principles, and structures for design teams to consistently and inclusively advertise and innovate for gender, race, sexuality, age, disability and social status?
And how can Diageo show up as a leader and educator in the growing field of inclusive design?
Decode
Since this work needed to reflect a diverse range of perspectives and use cases, we convened a broad group of experts and leaders to co-create a new framework for inclusive design, informed by cultural and semiotic analysis. The result: an org-wide vision for design that creates a virtuous cycle between design processes and design outputs.
Recode
We developed an Inclusive Design playbook for Diageo including strategic principles and guidelines, best-in-class case studies, and prioritized portfolio opportunities to help transform the way Diageo practices design.
Transform
Our work is being used as foundational strategy and training tool for the Diageo Marketing organization and its global roster of agencies. So far Diageo Inclusive Design has been used to design interactive spaces for Johnnie Walker; write delicious Baileys image descriptions for the visually impaired; co-create a Guinness ad with blind activists; and highlight accessible nightlife venues. Setting a new bar for inclusivity, the work has been featured in industry thought leadership around the world.