Since 2020, Delta has been committed to fostering diversity, equity, and inclusion. To further this mission, Delta's centralized Diversity, Equity, and Inclusion Team has been actively working on promoting cultural awareness and understanding among employees. In 2022, Delta sought an agency partner to develop a cohesive and consistent strategy for recognizing and celebrating moments of cultural significance among its operational employees worldwide.
Since 2020, Delta has been committed to fostering diversity, equity, and inclusion. To further this mission, Delta's centralized Diversity, Equity, and Inclusion Team has been actively working on promoting cultural awareness and understanding among employees. In 2022, Delta sought an agency partner to develop a cohesive and consistent strategy for recognizing and celebrating moments of cultural significance among its operational employees worldwide.
Cultural Research
Creative Strategy
Visual Design
Illustration
Copywriting
Production
Our goals for the project:
Creative Theory Agency was tapped to build out a strategic and inclusive plan and assets for a total of seven cultural moments and one film asset on the topic of gender identity and inclusive on-the-job practices in calendar year 2023. These deliverables were shared internally across operational teams to include flight attendants, pilots, airport and cargo employees, reservations and technical operations roles.
Our strategic approach began with establishing a creative anchor to house all cultural moments. The creative wrapper title, Same Air, was selected to highlight universality — the core principles that shape how we show up in the world and connect with each other. We all share the same air, but travel and flight allow us to find connection at the intersections of our culture, customs, and identity.
The brand’s 2023 cultural moments were organized under the creative concept and followed seven principles: Heritage; Pride; Purpose; Resilience; Disruption, Respect; Identity.
CTA used these principles, as a structure inspired by the seven principles of Kwanzaa, to honor diverse cultural moments to ultimately increase awareness and understanding of not only Delta employees’ personal experiences but also to bridge shared experiences through a personal connection from a global perspective through employee engagement plans issued on a monthly basis. The new engagement plan provided in-depth and universal educational content to promote conversation and connection amongst employees as it relates to the cultural moment highlighted.
Information shared was structured specifically with the intent of fostering epiphanic moments and key takeaways for employees to apply while on-the-job and in everyday life. This holistic strategy to cultural moments provided direction and served as inspiration for local teams to build on at a local level.
CTA used each monthly principle, moment, and theme to guide its design approach. Our teams submitted creative concepts in batches for review and approval on a bi-monthly basis for the duration of the partnership. Each individual batch submission contained two engagement plans and corresponding digital design assets, including graphical and illustrated visual screen banners, email banners, and employee spotlights assets for internal social network channels.
This creative approach offered breathing room for review, refinement, and approval of all content and assets by the Delta team and allowed CTA and Delta to be nimble and integrate current events and other popular culture influences into celebrated and observatory months and moments.
CTA used each monthly principle, moment, and theme to guide its design approach. Our teams submitted creative concepts in batches for review and approval on a bi-monthly basis for the duration of the partnership. Each individual batch submission contained two engagement plans and corresponding digital design assets, including graphical and illustrated visual screen banners, email banners, and employee spotlights assets for internal social network channels.
This creative approach offered breathing room for review, refinement, and approval of all content and assets by the Delta team and allowed CTA and Delta to be nimble and integrate current events and other popular culture influences into celebrated and observatory months and moments.
CTA used each monthly principle, moment, and theme to guide its design approach. Our teams submitted creative concepts in batches for review and approval on a bi-monthly basis for the duration of the partnership. Each individual batch submission contained two engagement plans and corresponding digital design assets, including graphical and illustrated visual screen banners, email banners, and employee spotlights assets for internal social network channels.
This creative approach offered breathing room for review, refinement, and approval of all content and assets by the Delta team and allowed CTA and Delta to be nimble and integrate current events and other popular culture influences into celebrated and observatory months and moments.
