Celebrating Diversity | Guaranteed Rate

The Ask:
Celebrate and show appreciation for the company's Employee Resource Groups: (PROUD for LGBTQIA+ employees, LEAD for BIPOC employees, GROW for women employees) in the 2022 Who's Who issue of the Chicago Agent magazine, a magazine for Chicagoland real estate agents.

The Process:
Chicago is a beautiful and diverse city. There are so many hidden gems across the city that people often overlook. We wanted to connect these ads with the city that we live in. For example, we wanted to do our PROUD shoot in Boystown, an iconic LGBTQIA+ friendly neighborhood set against the beautiful rainbow-painted walkways. We created storyboards and then co-directed photoshoots that felt empowering but also approachable. I wanted to go with minimal copy to keep the emphasis on the people in that same tone.

The Result:
The stakeholders all loved it.