Omnicom’s Interbrand is launching a dedicated “Inclusive Design” practice aimed at creating a barrier-free experience at every client touchpoint.
While all work produced by Interbrand will continue to be created with accessibility in mind as standard, this new proposition allows Interbrand to delve into specific inclusive design projects more explicitly with clients.
This officially titled “Interbrand Inclusive Design” practice will be led by Marianne Waite, who also serves as the Founder of non-profit Think Designable and the UK Government’s Disability and Access Ambassador for Brand and Design.
“The reality is that most people are not ‘normal’, they are just temporarily non-disabled,” she says. “This means that we will all experience some form of disability at some point in our lives. This could be through chronic illness or health challenges, temporary disabilities like poor mental health or a short-term injury, or a situational disability – like the exclusion we’ve all experienced through lockdown restrictions. Brands need to do more to meet, and exceed, the expectations of this underserved audience.”
The new practice will help brands to develop inclusive models that enable companies to continue removing barriers to everyday experiences, from retail access and product
development, to cultural engagement. The work builds on previous work with clients, such as Jaguar Land Rover (JLR) and GlaxoSmithKline. To that end, for the last two years, JLR and Interbrand have
been collaborating, led-by veterans, to overcome mobility barriers by co-creating new products and feedback from customers with disabilities in the product creation research.
There are no extra fees or costs associated with these specific projects, which will be in line with the agency’s standard rates.