When we first met Sandi Wassmer, Onvero’s CEO, we knew this project would be different. Not just because she is one of the UK’s first blind female CEOs, but a passionate advocate for human rights whose voice influences government, industry and the Third Sector.
From the start, we asked ourselves: how do we approach a rebrand when empathy and accessibility are at the heart of everything our client stands for?
This is what we learned along the way about designing for everyone, working in partnership, and rethinking how we approach creative projects as an agency.
Getting to Know Onvero
Onvero is a UK-based not-for-profit that helps employers build diverse teams and inclusive cultures through membership, training, and consultancy. Their mission is ambitious yet totally heartwarming: a world where every employee feels a sense of belonging, can thrive, and can be themselves at work. Here at Something Familiar, this is a big part of our ethos, so we couldn’t be happier to be partnering with Onvero.
As they grew, Onvero felt that their brand did not match that vision. The original name, ENEI, felt cold and impersonal. The identity was corporate, the messaging lacked personality, and there was no clear voice. As Onvero grew, their brand needed to evolve.
Our task was to rename, reposition, and reimagine the brand from the ground up. From the first workshop, one thing was clear: accessibility could not be an afterthought. It had to be woven into everything we do, from our first meeting through to delivery.
The Challenges That Shaped Our Approach
Working with Sandi and the team caused us to rethink how we communicate during the ideation phase. Without relying on visual cues, we slowed down, described ideas clearly, and left space for feedback in ways we had not before.
Some of our early assumptions were wrong. What we thought was accessible and ‘industry standard’ was not enough. We had to ask, listen, and iterate often to get it right. Listening deeply is not just good practice, it is essential.
Here are a few moments that really shaped our process together:
- Once we met in person, and concluded that our descriptions of colours were wildly different to each other based on our own experiences and memories, that’s when we tried using AI-generated descriptions. This gave us a shared language that made the descriptions more universal.
- Sandi’s team also traced the logo onto her hand so she could feel its shape, which was such a simple and thoughtful idea. It reminded us how much richer our presentations could be when we make them more sensory and descriptive.
- We learned that our prototypes really needed tactile prints or laser cut samples so she could explore the design properly. Creating those pieces made us question our choices in a much deeper way. It pushed the design into a more three dimensional space than we had first imagined.
Designing Inclusively from the Ground Up
We wanted the brand to feel collaborative but usable for everyone, so we built accessibility into every design choice.
- We picked colours that meet contrast standards so everything stays clear and easy to read.
- We used Lexend, a font created to improve reading comfort through open shapes and generous spacing. Lexend was originally created by an educator and a typographer Bonnie Shaver-Troup who wanted text to feel easier for all kinds of readers.
- We shaped the logo and visual identity to feel supportive and gently forward moving, rather than just decorative and arbitrary.
- We thought about how the brand could be experienced in more than one way, including tactile touches, sound, and other sensory cues.
Designing for accessibility didn’t hold us back; it just makes everything feel clearer and more thoughtful.
Building Trust Through Collaboration
For us, client relationships and caring for our collaborators are everything, and this project really brought that into focus. Conversations became more intentional, decisions more thoughtful, and trust became the foundation for a really fun and playful partnership (we love catching up over prosecco and pasta). The Onvero team are DE&I experts and offered their support without judgment, sharing insights and lived experience that influenced every choice. The brand wouldn’t feel as authentic, empathetic, or human without them.
Some moments that really stand out for the Something Familiar team:
- There were times when a small suggestion from the Onvero team completely changed the way we presented a concept. Watching it land so well with their wider team reinforced how powerful collaboration can be.
- Midway through the project, we realised a tool or format we were using was actually making it harder for someone to participate fully. We paused, adapted, and made sure everyone could be part of the conversation.
- Figma, which we use to build our guidelines, doesn’t yet fully support screen-reader friendly formatting by default. That was a steep learning curve, but it pushed us to come up with in-house solutions that will stand the test of time.
The Results: A Brand That Truly Reflects Its Values
“We are so proud of what we created with Onvero. The brand feels warm, supportive, and empowering. For HR teams and employees, it’s a guide they can actually rely on. For business leaders, it’s a partner that gives them the confidence to take action.”
Meggie Wood, Account Director
Every decision we made together was guided by accessibility. From high-contrast colours to clear type and thoughtful messaging, we wanted the brand to work for everyone. Hearing the feedback from employees, clients, and partners at the Brand Launch event and Annual Inclusivity Excellence Awards was such a proud moment for the team this year. This is just the beginning of our journey with Onvero – launching the brand and seeing it grow, adapting its application as we learn from real people and their experiences, so it stays relevant and meaningful for years to come.
Potential Lessons for Agencies and Brands
Here’s what we’d tell other teams from what we learned:
- Lead with empathy in everything you do, it’s the most pragmatic approach
- Make accessibility part of the process from the very first conversation
- Treat clients as co-creators, not just stakeholders as their lived experience is invaluable
- Always document and share what you learn
Inclusive design isn’t restrictive; it makes the work stronger and more meaningful.
