Holding Space
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Refocusing the look and feel of a contemporary DEI practice

Collective is an innovative DEI firm who bases their practice on lived experience. At its core, Collective’s approach is more human, more empathetic and more grounded—with an ambition to make real impact. They reframe the conversation to put marginalized voices at the center of their work, holding space for everyone to feel seen, heard and acknowledged.

The resulting brand identity uncovers the unsaid, turning sub-text into headlines; periphery into focus. Tools like the parentheses and asterisks speak to the perspectives of Collective’s practitioners and clientele alike, while imagery reflects the reality of America’s diverse workforce. 

The parentheses motif continues in the Collective logo. In its expanded form, the mark literally opens and holds space for DEI, while its shortened “Co” form speaks to the collaborative and contemporary nature of the firm’s approach.