THE CHALLENGE
A long-time leader in embracing corporate-wide diversity, Borders Books & Music asked R/P to create literature and other support materials to articulate the company’s viewpoint and commitment.
R/P’S RESPONSE
R/P developed a memorable analogy using beads – each unique and beautiful – to symbolize the differences among people. The symbolism acknowledged that when you put different beads together in various combinations, the results create beauty in different ways – all captured in the program’s theme: “One by One; The power of individuals, multiplied.”
THE RESULTS
“The bead became a popular and powerful symbol of diversity at Borders. R/P provided a big idea that helped make an abstract issue both tangible and beautiful.”
‐ Ann Binkley, senior manager for Borders Books & Music
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