AMS Diversity – Our Clear Line for Lived Diversity

“Many of AMS’s clients have experienced discrimination and prejudice throughout their educational and employment biographies. The path to AMS is therefore often accompanied by anxiety.”

The shared goal was therefore to create a clear communications line that works across all facets of diversity and integrates naturally into the AMS design system. By bundling the individual diversity clusters under a common conceptual umbrella, each cluster gains greater collective weight. Crucially, the aim was to establish a linguistic frame that positions AMS’s values and stance without distracting from the organisation’s core services.

The concept is built around the claim “Our Clear Line”, which can be complemented situationally with fitting messages and therefore remains flexible for several years. Visually, this is supported by organic lines on a neutral background that reflect different diversity clusters – including LGBTIQ+, accessibility and women – each in their own colour. This keeps each topic individually recognisable while the overall presence feels coherent across all areas.

“We want to show that we are here to support our clients as best we can and that we draw a clear line against discrimination.”

The new visual and linguistic framework is deployed across posters, social media and even merchandise. This allows AMS’s values and stance to be communicated consistently and prevents design proliferation across branded items and print materials. The focus always remains on the individual service and message. In doing so, AMS demonstrates – through its communications too – that diversity is not a separate topic but something lived through every single initiative.

“Diversity is not an additional topic for AMS – it is part of who we are.”

This extensive undertaking was carried out in close collaboration by the joint venture of Bacon & Bold and Heidlmair Kommunikation.

DerStandard reported on the campaign. →