An identity for inclusion.
People & Change
half-day workshop to surface SGN’s D&I narrative.
stakeholder groups identified as benefitting from D&I.
consistent identity and strapline: Proud to be SGN.
In a nutshell

SGN wanted a way to badge all their diversity and inclusion communications consistently, and to create a strapline that reinforced why D&I is so important to their business.

We helped them create a new identity that fits within their brand guidelines and can appear on collateral from powerpoint slides to email signatures, helping diversity and inclusion feel like an everyday part of working life at SGN.

The brief

As a gas distribution network in Scotland and the South of England, SGN wanted to find ways to talk about diversity in a way that’s authentic to them.

They asked us to come up with a strapline that summarises the idea of D&I at SGN, and to help them create briefing materials that engage employees in the topic of inclusion.

Our response and delivery

We kickstarted the project with an afternoon session in which we explored the meaning of diversity and inclusion to SGN. We surfaced that it’s well known in the business, thanks to the internal communications team’s efforts and stories posted on their internal app, but that people don’t always know why it’s on the agenda. We focused our attention on the benefits to different stakeholder groups: individual employees, teams, SGN as a business, its customers and the wider communities in which it operates. This helped us define a clear business case for talking about diversity.

Importantly, it also underlined a unique connection between inclusion and safety. In an inclusive team, everyone feels safe enough to speak up about any situation where they may be at risk: whether that’s digging up a pipeline or handling customer data. Safety is already a key message for SGN, so making this link positions D&I as a key enabler of keeping people safe. That’s a message that resonates.

DI SGN Work1

The impact

The narrative, strapline and visual identity have been applied to briefing slides for stakeholder meetings and induction for new employees, as well as content on the employee app.

It will be used going forward to create consistency and tie all D&I activity – large or small – together into a single, more powerful message.

DI SGN Work3
“We love working with the expert team at SA. From the outset, they understood our challenges and developed a strong strategic narrative and creative branding to help deliver extremely strong messaging, bringing our D&I comms to life. Thanks so much team SA!”
Kirsty Richardson Head of Employee Experience, SGN.
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