Challenge
Julius Baer sought to celebrate Black History Month in a way that felt meaningful and specific to its UK context, while avoiding tokenism. The challenge was to elevate Black excellence authentically within a global financial institution not traditionally associated with culture-led storytelling.
Solution
We created a rich visual and editorial campaign that included a portrait series, a three-minute film, and a suite of animated quotes designed to be paired with each portrait. The creative direction drew inspiration from editorial photography and stylised minimalism, allowing the subjects’ personalities and contributions to lead. The film interwove personal reflections with wider cultural milestones, offering depth and humanity.
Outcome
The campaign was celebrated internally as one of the most powerful DEI communications the firm had produced. It enhanced cultural engagement within the organisation and encouraged open dialogue about inclusion. On social media and internal platforms, the portraits and animations drove strong interaction, while the film served as a signature piece for DEI storytelling within Julius Baer’s broader employer brand efforts.
