Client: Avery Dennison | Role: Creative Director | Agency: ROI Communication
In response to growing awareness around diversity, equity, and inclusion, Avery Dennison needed to introduce an updated DE&I strategy to its global workforce. The challenge? Launch it in a way that felt authentic, strategic, and engaging—without feeling like a corporate checkbox.
Develop a distinct yet cohesive internal brand identity that could clearly communicate Avery Dennison’s DE&I mission, spark employee engagement, and scale across internal and external channels—starting with a high-impact launch.
As Creative Director, I led the concept and execution of the identity system and launch campaign:
Crafted a full identity system—including visual style, color palette, and a people-centered illustration approach that felt inclusive and intentional without relying on literal depictions of race or gender.
Created the tagline “Every voice. Every day.” to anchor the brand emotionally and tie the initiative back to daily, human-centered action.
Worked cross-functionally with stakeholders in DE&I, Comms, and HR to ensure strategic alignment, while guiding my design and motion teams through delivery.
Led the development of a short animated launch video, synthesizing the mission and visuals into a memorable story that introduced the strategy clearly and creatively.
The DE&I brand identity launched successfully across internal channels, creating a shared language and visual system for the strategy. The video became the centerpiece of internal comms—and later, an external-facing asset on Avery Dennison’s website—extending the campaign’s impact beyond its original scope.
Kudos to the team: Rosanna Menza, senior designer and Kavon Zamanian, motion designer.