Only 1% of advertising features people with disabilities, despite nearly 20% of Australians living with visible or invisible disabilities. To address this, we partnered with the Dylan Alcott Foundation to launch the Shift 20 Initiative, bringing together 13 major Australian brands to champion disability inclusion. We created an inclusive design system centered around the circle, symbolizing unity, and used this motif across visual identity, UI, content, and iconography. Accessibility was prioritized, with adaptable color, high contrast, dyslexia-friendly typefaces, and alternative asset versions. Rounded UI elements, keyboard navigation, and responsive design ensure accessibility across devices and assistive technologies, supporting a fully inclusive experience.
