THIS IS EQUAL
When Marc Benioff is your CEO, you can expect a ton of equality initiatives to come your way. Our Equality team is busy with events and awards and workshops to help spread our value-driven message. After all, we’re the company who led the way in making sure everyone is paid equally (and added $6,000,00 onto our payroll).
Because we’re leading the way, we needed a refresh of all of their creative assets to be used at events, advertising and promotional materials. They also wanted to make a big point about who we are, what we do and what we’re trying to achieve as a company, extending our #EqualityForAll momentum.
We created a concept centered around the word “EQUAL” while showing people who are noticeably different. That’s the point. No matter who we are, or what we are, we’re equal. Period. I wrote a series of headlines, all of which ended with the word “EQUAL” to really hammer down that point. For events, it was striking to only present the word “EQUAL” in a banner alongside larger-than-life people.
A big banner execution on variety.com right after the Oscars that was designed to offer a counterpoint to what’s happening in Hollywood: We’re greater when we’re equal.
![](https://freight.cargo.site/t/original/i/0166593f2f75fd11aab3255ef5475f1769a80ae6e75f45f3320b399d60763f9d/variety.jpeg)
We delivered countless assets for our Equality team to use in different events.
![](https://freight.cargo.site/t/original/i/2f04b822129aa1310e8018a198b1d8eecbdc8bec50bffa4ce7517e1eef233a3e/SF-Equality_300x600_1-2.jpg)
![](https://freight.cargo.site/t/original/i/65be26e3b489b47c36c962764b17254b7d21ffea9211da5665e953ee6577fdfb/SF-Equality_300x600_2-2.jpg)
![](https://freight.cargo.site/t/original/i/23a2259b7ed5c157cd9fe410568eceeb1d2488545510535ac796af0c0ac9945d/SF-Equality_300x250_3-2.jpg)
![](https://freight.cargo.site/t/original/i/41b56b25f85a37bb963f4a10900fd459aecceedf9559861e3f9b9da57b77a12c/SF-Equality_300x250_6.jpg)
We revamped our landing page on the website to reflect whast we stand for.
![](https://freight.cargo.site/t/original/i/b26f2fa9eddf2bccdf5e1f139f120aae03315aaf26b67bc5e2b6e2a4b6d4cadd/equality_webpage.jpg)
And we debuted our new messaging and design at our Equality awards, where we invited our attendees to make their own posters.
![](https://freight.cargo.site/t/original/i/8f120e79e46567917624874d1a3ee0912984f2de4269e7e5f7cb7d8696bf4ce2/SalesforceEqualityAwards083-MASO-280318-ShowReady.jpg)
![](https://freight.cargo.site/t/original/i/4c177b90f18b73531ade9762865563254da7ba68c4c18c7886aa7888339e847a/image3.jpeg)
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![](https://freight.cargo.site/t/original/i/e36e6b38a3bb0bc4241fe6d4f5eaa62a2de888c1c28a7ac8b4ff368d8f8d09d4/image2.jpeg)
![](https://freight.cargo.site/t/original/i/31ad1ae28b1449fb9ede17f1b93e46610f700175377e6f57a02a8891f634dcfa/img_0005.jpg)