Want to create powerfully inclusive marketing visuals? Download our tipsheet.


We know that, as marketers, we can deepen customer connections by ensuring that audiences see themselves reflected authentically in our content. And an obvious place to start is with images, which can spark connection with your brand—or repel—in an instant. While every piece of marketing creative doesn’t need to represent everyone, the work as a whole should be inclusive. 

That’s why we created this DE&I imagery tipsheet for marketers.

Our tipsheet offers guidance in the conceptualization and execution of marketing programs—whether produced by internal teams or outside agencies—with an eye toward diversity, equity, and inclusion (DE&I). Several key areas, including gender, race and ethnicity, age, and others, highlight tips that can help marketers evaluate whether depicted roles, physical appearances, and visual prominence are positive and empowering—or promoting stereotypes. More than just a single trait, there are many dimensions of diversity that can overlap in complex ways.

This tipsheet resides within a much larger framework of options for improving DE&I in your marketing materials. To truly tackle the complex and nuanced challenge of making your marketing more inclusive, you will want to consider research, targeting, data analysis, and creative. A creative audit will help you know your baseline.

And all the while, keep the imagery tipsheet by your side for quick reference.

About Firewood Team

Firewood is a global digital marketing agency founded on the idea that good people are good business. With a model that focuses on speed, quality, and value, it partners with top tech brands, startups, and Fortune 500 companies—including Google, LinkedIn, Facebook, Salesforce, Cummins, and other key clients—providing strategy and insights, creative, performance media, events, and technology services. Firewood was named an Ad Age Best Place to Work 2020, ranking No. 13 of the Top 25 (201+ employees). Firewood also ranked No. 1 on the San Francisco Business Times’ list of largest Bay Area advertising agencies (2020), No. 1 on the list of largest advertising, marketing, and PR agencies in Silicon Valley by the Silicon Valley Business Journal (2019 and 2020), and an Adweek 100: Fastest Growing Agency (2019 and 2020) and Top 10 Fastest Growing Large Agency (2019 and 2020). Founded in 2010, Firewood is headquartered in San Francisco with seven offices in four countries and over 400 employees. In October 2019, Firewood merged with global creative production company MediaMonks to become the digital marketing arm of S4 Capital (SFOR.L).