Flair is a unique business, fighting to end racial bias and create racial equity, through tech enabled employee engagement.

Racial equity is nuanced; it’s extremely challenging to find a tangible solution that will create systemic reform, let alone measure progress against it. But Flair believe that nothing is impossible when you have the right answers to power change.

Flair is the only analytics company in the market focused on racial equity. They show the humanity in the numbers. The people behind the statistics. And the way forward to meaningful change.

Flair are leading the new movement in data-backed action on racial equity.

Produced at Halo

The challenge was to position the Flair brand between the contrasting visual worlds of activism and technology. Flair needed to convey attitude and strength paired with confidence and knowledge. The brand strategy supported this direction with the single minded proposition of “Strength in Numbers” and a leading message:

Where strong words have failed. Hard numbers will succeed.

The crossbar step in the logo illustrated a couple of key points; A pragmatic, mathematical approach with use of data at the heart of the business, and a visual metaphor for the in balance in opportunity based on race.

With the frequent use of numbers across the brand, how could I not take the opportunity to create a custom number set for Flair?