The Workplace Gender Equality Agency (WGEA) has a new strategic vision, office location and brand platform to help build a better future for individuals, businesses and society as a whole. The Agency asked us to create a confident, trustworthy and visually appealing corporate identity to work like a B2B brand.
Recent legislative reform and the associated rebrand of the Agency provides an opportunity to signify clear and distinctive change within the organisation, and a new impetus to support employers, eliminate discrimination, foster workplace consultation and improve productivity and competitiveness.
Our communication challenge was to make employers aware of the business benefits of gender equality. We conducted interviews and ran internal workshops to distil a brand essence and develop the creative brief.
Our branding solution, ‘W-Tick’, represents workplace positivity and will evolve the identity into a citation brand awarded to ‘employers of choice.’ Cropped images of faces signify balance, while a decorative overlay of data reinforces integrity of research analysis and reporting.