October 2024 | Written by Elin Barton, Founder & CEO
Just over a year ago, Riveo Creative embarked on a transformative rebranding journey. After 14 years under a different name, we chose to reinvent ourselves, digging deep into the values, vision, and purpose that would guide our next chapter. It was more than just choosing a new name—though that process alone took a year and resulted in us creating a brand-new word that embodied our mission. It was about discovering who we are as a company and what kind of impact we want to make in the world.
We identified our strengths: storytelling, video production, and visual communication. But when we asked ourselves what would bring the most fulfillment and leave the greatest mark, the answer was clear—telling stories that drive meaningful impact.
As part of this evolution, we realized that true impact couldn’t be achieved without embracing diversity, inclusion, and accessibility. Our core team, while talented, lacked diversity in areas such as race, and we wanted to change that. We also recognized that we needed external expertise to ensure our messaging was inclusive, sensitive, and accessible. This realization planted the seed for creating a Diversity Advisory Board.
The Early Days: A Path of Uncertainty
One of the most daunting aspects of creating the advisory board was confronting how much we didn’t know. Our intention to improve inclusivity and accessibility was genuine, but we were uncertain about how to approach these conversations, both internally and externally. We understood the importance of doing better, but defining exactly what “better” looked like—and where to begin—was overwhelming.
The challenge of articulating the board’s mission was significant. We knew we wanted to make inclusivity a core part of our messaging, not just for ourselves but also for our clients. But at first, we struggled to pinpoint what that meant in concrete terms. It was a steep learning curve, and yet, the more we explored, the more committed we became to making it happen.
Building the Diversity Advisory Board: From Idea to Action
We were fortunate that, once we started discussing the idea of a Diversity Advisory Board, many people stepped up to volunteer. Before long, we had assembled a full board of individuals eager to help us drive change. However, the excitement of building the board came with a new challenge: actually defining a structure and a clear purpose.
One of the board members wisely advised us to start with drafting a charter. This turned out to be a game-changer. During a focused session, we collaboratively outlined our goals and defined what success would look like. That clarity set the foundation for our next steps and made the path forward more concrete.
Lessons in Leadership
As the CEO of Riveo Creative, one of the biggest lessons I’ve learned through this process is that leadership doesn’t always mean having all the answers. This journey toward greater inclusivity has been one of shared learning and growth—between myself, our core team, and the advisory board. Together, we’re navigating the unknown and making meaningful progress.
In our first meeting, we set several ambitious goals. These included auditing our website for inclusive language, improving accessibility features, and reworking our job postings to ensure inclusivity in our hiring process. We left that meeting with a long to-do list, but also with the excitement of a new direction for our company.
Making an Impact: Progress and Challenges
Though we’re still early in the process, the impact of our efforts is already noticeable. We’ve received positive feedback from new contractors and have attracted a more diverse pool of applicants. Our website is undergoing changes to reflect more inclusive language, and we’re applying the lessons we’ve learned to our client work as well.
However, we’ve also encountered challenges. One particular issue involves accessibility technology, especially when it comes to captioning and providing transcripts for video content. As a company that produces a lot of video, we’ve found that the technology isn’t always as advanced as we’d like, and this can be frustrating. But we remain committed to overcoming these hurdles.
On a personal note, this journey has opened my eyes to the struggles of individuals with disabilities, especially as my mother is losing her vision. Helping her navigate the world of screen readers has been an eye-opening experience. It’s made me more determined than ever to ensure that our digital spaces are accessible to all.
Looking Ahead: The Road to Greater Impact
The journey is far from over, but I’m incredibly optimistic about the future of our Diversity Advisory Board. We are continually learning, evolving, and pushing ourselves to become the kind of company we aspire to be. This is a path of self-transformation, and it’s one that we are committed to sharing, in the hope that it will inspire others to take similar steps.
A Call to Action
To fellow business owners: if you’re considering starting your own diversity advisory board, don’t wait. Take that first step, even if it’s small. Yes, the challenges can be overwhelming, but progress starts with a commitment to the journey. Once you begin, you’ll find that the path reveals itself, one step at a time.
