KPMG
Brand & Experience Design System
A brand and product-led campaign platform for KPMG, designed to support the organisation’s diversity, equity, and inclusion (DEI) objectives by making diversity active and impactful across the business.
The project brought together campaign thinking, content, and digital experience design to create a system of media, tools, and activities aimed at engaging employees, opening minds, and encouraging meaningful conversations.
The work focused on translating DEI strategy into a clear, accessible, and scalable experience combining brand, storytelling, and structured interaction to drive awareness, participation, and behavioural change.
Role
Head of Design / Creative Direction
Led creative direction and design strategy across the campaign and platform
Guided multidisciplinary teams across UX, UI, content, and visual design
Partnered with stakeholders to align messaging, tone, and delivery
Contributed hands-on to concept development, structure, and system design
Challenge
KPMG’s ambition was to make diversity and inclusion an active, visible, and meaningful part of everyday working culture.
Key challenges included:
Translating DEI strategy into engaging, accessible experiences
Encouraging open conversation around complex and sensitive topics
Designing content that resonates across a diverse global audience
Creating a system that supports both campaign engagement and long-term cultural change
Ensuring consistency across multiple formats, channels, and activities
The goal was to move beyond passive communication and create something that actively engages, informs, and drives change.
Approach
The project was approached as a combined brand, campaign, and experience system, aligning identity, content, and interaction.
1. Campaign Concept & Direction
Developed a clear creative direction centred on making diversity visible and actionable
Designed messaging and content to encourage reflection, discussion, and participation
Created a flexible campaign framework adaptable across media and formats
2. Content & Engagement Design
Designed a range of media and content to support different levels of engagement
Structured experiences to guide users from awareness to deeper understanding
Encouraged interaction through activities and conversation-led content
3. Structuring for Clarity and Impact
Simplified complex topics into clear, accessible narratives
Used visual hierarchy and layout to guide users through content
Balanced emotional sensitivity with clarity and usability
4. Scalable System Design
Created reusable components and patterns for campaign rollout
Ensured consistency across digital platforms, content, and activities
Designed a system that could evolve and scale across regions and teams
Brand & Visual System
A dedicated campaign identity was developed to sit within KPMG’s broader brand:
Visual Language: Clear, confident, and engaging—designed to encourage openness and participation
Typography & Layout: Structured for clarity while supporting expressive content
Tone & Messaging: Balanced professionalism with approachability and inclusivity
Consistency: Aligned with KPMG’s identity while creating a distinct voice for the initiative
The system ensured the campaign felt both integrated within the organisation and recognisable as a focused initiative.
Product & Experience Design
From a product perspective, the platform was designed to:
Improve usability across complex service structures
Enable scalable content management and delivery
Support both internal workflows and external user needs
Provide a consistent experience across devices and touchpoints
Well-designed digital systems can improve both user satisfaction and operational efficiency, particularly in enterprise environments.
Outcome
Delivered a cohesive brand, campaign, and experience system supporting DEI objectives
Created engaging content and activities that encourage participation and conversation
Improved accessibility and clarity of complex topics
Enabled scalable rollout across teams, regions, and platforms
Key Takeaways
Campaign design can play a critical role in driving cultural and behavioural change
Clear, accessible systems are essential when communicating complex topics
Strong brand frameworks help unify messaging across large organisations
Combining content, interaction, and structure leads to more meaningful engagement