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Church Mutual

Bringing DEI to life

We created a diversity, equity, and inclusion video campaign that helps Church Mutual market outside the box.

The Challenge

Create a campaign promoting DEI that promotes Church Mutual’s dedication to bringing on diverse candidates without tokenizing current employees.

The Solution

Lean on our storytelling skills to create a tagline that brings Church Mutual’s DEI strategy to life: “Woven through the fabric.”

The Outcome

A DEI video campaign that expresses Church Mutual’s values and amibitions while broadening its hiring pool and customer diversity.


Longtime Upswing client Church Mutual is committed to building diversity in their workforce — but the team wanted to do it without tokenizing their current employees. They asked us to create a video that showcased their commitment to DEI efforts and helped increase diversity in hiring pools, without leaning on employee testimonials to do it.

Our work

To understand how DEI looked within Church Mutual, we leaned heavily on discovery with current employees. Listening is always important, but it’s especially integral in a DEI context. We wanted to make sure our interviewees felt heard — and what we heard was very inspiring. Employees talked about DEI being woven into the fabric of Church Mutual’s culture.

We had a tagline that stood out from the pack, so wanted to create video content that would do the same. Colorful animated video, custom musical score and sound design, an inspiring script, and on-point voiceover brought “woven through the fabric” to life.

Work with an agency that finds what makes you, you.

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