Mix Diversity
Brand Strategy, Brand Refresh
Mix is a UK-based consultancy that specialises in Diversity, Equity, and Inclusion (DEI), and unconscious bias training. They work at all levels, supporting leaders of companies and big-name brands in navigating complex issues in the workplace.Mix provides practical solutions through auditing, consulting, training, and workshopping to encourage inclusive environments and positive change.
However, they faced several challenges. With the growing DEI market and need for diverse workforces, they were competing against major consulting firms and emerging businesses. But their positioning and brand didn't necessarily reflect their leadership status in the industry. They’d outgrown their branding. And in a world awash with consulting firms it was important that they maintained their point of difference, that their brand remained interesting and approachable. For example, their personalised care and expert guidance on DEI to every client reflects their deep passion for the cause – and sets them apart. Ultimately, with their business expanding, they needed to clarify their purpose and update their brand. It needed to resonate with both internal and external stakeholders, establish a culture of growth, and clearly reflect their messaging and values.
In collaboration with the Mix team, we set out to achieve the following:
However, they faced several challenges. With the growing DEI market and need for diverse workforces, they were competing against major consulting firms and emerging businesses. But their positioning and brand didn't necessarily reflect their leadership status in the industry. They’d outgrown their branding. And in a world awash with consulting firms it was important that they maintained their point of difference, that their brand remained interesting and approachable. For example, their personalised care and expert guidance on DEI to every client reflects their deep passion for the cause – and sets them apart. Ultimately, with their business expanding, they needed to clarify their purpose and update their brand. It needed to resonate with both internal and external stakeholders, establish a culture of growth, and clearly reflect their messaging and values.
In collaboration with the Mix team, we set out to achieve the following:
• Create a framework that articulates their values in a clear and simple way
• Build a purpose model to capture what, how, and why they do what they do – inspire change in workplaces to unlock individual potential and collective success
• Design an accessible brand and visual language that reflects their personality and messaging – to action diversity and inclusion
• Build a purpose model to capture what, how, and why they do what they do – inspire change in workplaces to unlock individual potential and collective success
• Design an accessible brand and visual language that reflects their personality and messaging – to action diversity and inclusion
“We’re not compliance-driven, we’re about the people”
- Stef
“Disruption, in a nice, kind way”
- Hayley
“We make people more confident and more comfortable”
- Hayley
With a successful new brand established, the team set out to create a sub-brand for Mix's learning platform – Mix Learn. Here, they focus on providing course material to help workplaces better understand diversity and inclusion.
We played with the idea of studying and circling information. From there we used the pillbox from the master brand to create the visual language. And to appeal to the target audience – top professionals like CEOs and executives – who’re seeking to enhance their understanding of DEI, we designed Mix Learn with a more serious tone.
Read full case study here
