The People Deal
The People Deal is a UK-based consultancy on a mission to make fairness at work a reality. Since 2019, they’ve partnered with progressive organisations to design inclusive employment practices that boost employee engagement, improve performance, and support long-term organisational success.
Their work spans the full employee experience — from fair recruitment and retention to equipping leaders with the tools and mindset to lead with integrity and purpose. At the core of their approach is the Fairness 360 Framework: an award-winning, seven-step model for fair leadership that enables organisations to embed equity into culture, processes, and decision-making.
We’ve had the pleasure of working closely with Lou and her team to develop a distinctive visual identity for the Fairness Framework — one that complements the existing brand while standing confidently on its own. The goal was to create a look and feel that not only aligned with The People Deal’s existing logo but also brought clarity and energy to a complex, multi-step model.
At the heart of Lou’s vision is a strong commitment to making the concept of fairness accessible and easy to implement in the workplace. Her ability to distill important ideas into their simplest form gave us a strong foundation to build on visually. We developed a bold, engaging design system using expressive illustrations, an extended colour palette, and strong, characterful typography.
Each of the Framework’s seven steps is represented by its own unique illustrated character — each bringing with them personality, warmth, and familiarity. These characters help anchor the framework in something tangible and relatable, making each step of the learning journey easier to grasp.
The result is a visual identity that feels playful yet purposeful, helping to communicate complex ideas in a way that is engaging. It reflects the essence of the Fairness 360 Framework: thoughtful, human, and built to drive meaningful change.
A new website is on the way — designed to showcase the great work of The People Deal and provide easy access to their upcoming courses and resources.
