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.

  • 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 concept development, structure, and system design

  • 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.

  • 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

  • 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.

  • 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.

  • Outcomes

    • 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

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