Artistry of Allyship
The Brief
A year of allyship with no single place to start.
Deloitte had committed to A Year of Allyship, asking every team member to build the mindset and behaviours of an effective ally. The content was landing month after month, across the firm. Colleagues who wanted to be better allies had no single place to start, and a commitment with no home doesn’t change behaviour. It gets lost.
The Solution
Design the hub the way a good ally behaves.
Artistry of Allyship is a digital hub with no fixed shape. Allyship isn’t one set of behaviours; it shifts with the person and the situation, so the hub does too. A year’s worth of content gathered into one home, sorted by Deloitte’s three allyship capabilities, flexing to wherever someone is starting from and meeting them there.
There’s a story behind the story
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Inclusion was a firm-wide commitment. The content behind it was in pieces.
Deloitte is working towards a more diverse, equitable and inclusive firm, and progress depends on more than policy. It needs action, allyship and advocacy from every team member. A Year of Allyship was the vehicle.
That commitment carries weight. A firm that asks every team member to be an ally, then leaves the training and campaign content scattered across its systems, sends a message of its own: this matters, but not enough to organise.
There was no shortage of content. The problem was that it appeared in multiple places across the Deloitte ecosystem, and allyship is fluid: it looks different for every person and every situation. The hub had to be built the same way.
Our Approach
Give allyship a shape that never settles.
We started with the behaviour the hub had to model. Allyship is fluid, so the experience couldn’t be a corridor with a start and a finish. With Deloitte’s internal design team, we built the programme’s sub-brand around movement: organic, morphing animations that became the heart of the experience.
Each abstract space is shaped by the messages and resources it holds, a reminder that there’s no one way to put allyship into action. A multi-directional scroll turns moving through it into a journey.
Then the unglamorous part. The content was scattered across the Deloitte ecosystem, so we gathered it and sorted it by the firm’s three allyship capabilities, the behaviours and actions of everyday allyship. People find the micro-challenges relevant to them now, and come back as their capabilities grow.
Key Project Assets
Allyship Sub-brand
A visual identity for the programme, built with Deloitte’s internal design team around movement and fluidity, so the look of the experience carries the lesson before a word is read.
Morphing Motion System
A series of organic, morphing animations at the centre of the experience, so the hub itself keeps moving, because allyship changes with every person and every situation.
Multi-directional Journey
Abstract spaces, each shaped by the messages and resources within it, joined by a multi-directional scroll that turns a visit into the feeling of setting out on a journey.
Capability-led Content Hub
Allyship content gathered from across the Deloitte ecosystem and sorted by the firm’s three allyship capabilities, so people reach the micro-challenges that fit them now and return as they grow.
Impact
A year’s allyship content now has one home, sorted by the capabilities it builds, in an experience that behaves like the skill it teaches. For the people who wanted to act, there is finally a place to start.
Project Insights
From content to capability
Most organisations have more inclusion content than they know what to do with. The problem is rarely volume. It’s that the content lives everywhere, which means it lives nowhere. Sorting it by the capability it builds, rather than the campaign it came from, turned a pile into a path.
The bigger lesson is in the shape. A single linear course would have taught the opposite of allyship: one route, one pace, one right answer. By building something fluid, multi-directional and different for everyone, the hub didn’t just hold the content. It practised what the content preached.
I can’t thank you enough for all your commitment and creative ingenuity on this! Truly great work!
Senior Manager — Deloitte
