Kaleidoscope
The CEO of a global consulting firm aspired to lead the industry by leading the conversation around a hot-button issue.
One of the world’s leading diversity, equity and inclusion (DEI) consulting firms, the Kaleidoscope Group has helped many of the world’s largest companies build a more inclusive culture. At a time when DEI is both recognized as an important corporate imperative and under attack from various interest groups, the firm’s CEO sought to ignite a faster rate of growth by taking the lead in reshaping how the world thinks about DEI.
We conducted in-depth research with Kaleidoscope executives as well as clients to understand the DEI consulting marketplace and the firm’s current challenges and growth opportunities. We learned that, in the absence of a standard definition of DEI, the concept had lost much of its meaning. The idea of unity, on the other hand, resonated powerfully as an outcome of DEI initiatives. Clients were looking for metrics they could use to measure the business impact of their DEI efforts, and they valued the insights and expertise of Kaleidoscope’s people as much as the firm’s widely admired methodology. Finally, Kaleidoscope was seen by some as a US firm with a global presence rather than a global firm with a US headquarters—a potential impediment to accelerating expansion outside the US.
These findings are reflected in a new brand built around the idea of “Unifying people everywhere, transforming organizations anywhere.” The brand underscores the outcome of DEI efforts—unity—and suggests that Kaleidoscope’s work can have a powerful impact wherever its clients have operations. “We make DEI a driver for business and mission success. Our impact is measurable. Our medium is experience. We drive critical shifts in perspective that unify and dignify across personal and global lines of difference.”
Extensive brand guidelines ensured that the new brand was activated consistently and with impact across all of Kaleidoscope’s global offices. A new website and go-to-market strategy introduced the brand to clients and prospects, with deep content that reframed diversity as a driver of unity … and business success. These and other brand launch initiatives began to reshape the conversation around DEI and accelerated the firm’s growth trajectory, setting it on course for rapid expansion worldwide.
They’re skilled, humble, and fun to work with, it felt like they were a part of our team.
