Dignitas
The serious business of whiteness and racism in corporate America.
Our Role
Purpose + Positioning
Brand Identity
Dignitas is on a mission to shift power in corporate America—starting at the top. Their goal: see executive teams reflect the racial diversity of the U.S. population. To support this work, they partnered with Against to build a brand for their webinar series exploring the deep-rooted systems that stand in the way.
The result was Work. In Progress.—a name that doesn’t flinch from hard truths, but invites honest reflection and ongoing action.
The Opportunity
From reckoning to action.
2020 marked a pivotal shift in corporate conversations around diversity, equity, and inclusion. The murder of George Floyd sparked a nationwide reckoning, forcing businesses to confront systemic racism within their own walls. Dignitas was ready with a solution: businesses needed leadership to navigate this moment, but they lacked the tools, frameworks, and courage to take real action.
That’s where Work. In Progress. was born—a webinar series designed to engage corporate leaders in candid, high-stakes discussions about the realities of systemic oppression in the workplace.
"The question wasn’t whether corporate America was ready for this conversation. It was whether leaders had the courage to step up."
We weren’t just naming a series—we were naming a mindset.
The Solution
Naming a movement in three words.
Before naming, branding, or designing the series, Against focused on funnel strategy and channel alignment to ensure maximum impact. We analyzed audience behaviors, optimized sign-up flows, and built a streamlined conversion path.
Once the foundation was set, we developed a campaign identity that balanced the authority of Dignitas with the urgency of the moment. The campaign included:
A distinctive brand mark for the webinar series that stood apart while aligning with Dignitas’ identity.
A microsite designed for engagement—simple sign-ups, easy access, and clear calls to action.
Messaging that resonated, cutting through corporate jargon to get to the heart of the issue.
we’re mourning again in america.
Most leaders are not trying to create inequitable organizations; however, they are not aware of the “good business” decisions that they make every day that contribute to both the upholding and perpetuation of systemic inequity.
Wins that make an impact.
Waiting List
A fully attended three-part webinar series featuring top corporate leaders.
Engaged Audience
Strong engagement metrics, signaling deep interest and a demand for continued dialogue.
Reputation Boost
Increased visibility for Dignitas, positioning them as a go-to resource for companies serious about systemic change.
For Dignitas, Work. In Progress. wasn’t just a webinar series—it was a statement of intent. The work of equity is never finished, but with the right strategy, audacious leadership, and a commitment to action, progress is possible.
