Smorgasbord
A Sydney design consultancy that loves to create good brand stories
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Shouting about sex in the boardroom: 5050by2020

5050by2020 is a campaign agitating for gender parity in the boardrooms of Australian corporations. It's an audacious agenda, asking for that degree of change in just 3 years, but that's entirely the point; the reflex response is "What? In just 3 years? They're dreaming!", but then the next step is the realisation that – if all things were truly equal – that kind of equality should already exist right now in 2017.

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 There were a number of tactics brought into play when designing the brand. It had to look  professional , to show its audience that it was at home in the corporate world, rather than antagonistic to it. It had to be something that both men and women would be comfortable being associated with. It needed to have a certain twist, a degree of visual wit to be memorable. And finally, for visibility's sake, it needed a face-meltingly loud colour palette.

There were a number of tactics brought into play when designing the brand. It had to look professional, to show its audience that it was at home in the corporate world, rather than antagonistic to it. It had to be something that both men and women would be comfortable being associated with. It needed to have a certain twist, a degree of visual wit to be memorable. And finally, for visibility's sake, it needed a face-meltingly loud colour palette.

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