Content Strategy, Creative Direction, Copywriting
A Multi-Stakeholder Content Logic
Any large-scale centralization of content has the tendency to get out of hand without two central elements: a strong strategy, and great communication among stakeholders.
Bringing many disparate properties together requires coordination and a clear rallying cry.
Case Study: Facebook’s First Diversity & Inclusion Hub
Challenge
In the fall of 2018, Facebook came to our studio at a critical juncture. It was preparing to build a home for its 2019 Diversity Report, a highly-publicized document showing the company’s progress toward diversity and inclusion in its workforce, and helping people from under-represented communities learn about careers in tech.
In past years, media coverage of the report focused narrowly on the numbers, noting the company’s slow progress, and not the wealth of programs the company undertook to change those numbers both internally and externally. With this year’s report, Facebook made a commitment to bringing new voices forward to tell a more cohesive and comprehensive diversity and inclusion story. The report showed Facebook had made progress, and so the site needed to do more than simply share demographic data.
Approach
During the initial strategy development phase of the work, the project team came to a key insight: It wasn’t just about sharing hard news with a rabid press corps. Showing grassroots employee leaders ongoing institutional progress on diversity and inclusion honored top-tier commitments to support colleagues. Building this trust was more important than merely presenting demographic data that was impersonal, and that would be judged by the press and forgotten in a news cycle.
Meanwhile, we surfaced the importance of a straightforward way to identify progress. A simple logic (Find, Grow & Keep, Apply) explains the link between Diversity and Inclusion innovation and the company’s broader innovation vision.
Impact
Incorporating over 40 separate groups and initiatives—both inside the company and in the community—meant we needed to give the site a lucid design logic. Diversity Report content is intermingled with Efforts and Initiatives, both inside Facebook and in communities. Visitors can navigate directly to topics they’re interested in.
The site’s launch was anchored by a risky announcement: on launch day, Facebook’s Global Chief Diversity Officer, Maxine Williams pledged 50 percent of Facebook’s employees would come from underrepresented groups by 2024.
Our team continued its stewardship in 2020, updating the site to Facebook’s new brand standards with updated numbers and redesigned data visualization.
“For two years, Nick deftly guided one of the most challenging — and satisfying — projects I have ever worked on, the Facebook Diversity and Inclusion Report and website. He helped me and the Facebook team take a collection of thoughts and ideas and transform them into something that perfectly captures the company’s passion and commitment to diversity and inclusion.
Nick was the captain of the ship, keeping all the balls in the air and continually challenging us to stay focused on what we were trying to do and why. His calm demeanor kept everyone focused on the goal during the most stressful times. He continually brought new ideas to the table for us to consider. He was as passionate about the project as we were. And was not afraid to roll up his sleeves and get his hands dirty. In short, he was the perfect partner in this work. I would jump at the chance to work with Nick again on any future projects. He instills confidence. Listens attentively. Challenges often. And pushes to do what is best, while being mindful of client challenges and limitations. It was an honor and a pleasure to work with him.”
Anthony (Sprauve) Harrison, Director, Corporate Media Relations, Facebook
2018 - 2020