Nottingham based creative and CRM agency Diversity has more than doubled in size over the past six months, going from 24 staff to 70. This makes them one of the largest employers of creative minds in Nottingham across their two sites at Arnold and Phoenix Park.

Diversity has recently won several significant pieces of new business, one of them being a creative idea conceived in 2014 and realised this month with the national launch of Dulux Amazing Space, a revolutionary online design service created to help make interior design accessible and affordable to consumers.

The Dulux Amazing Space team of interior designers is employed by Diversity and based at Phoenix Park in Nottingham, including many design and art graduates from Nottingham Trent University. The new building is a centre for interior design excellence and a showcase of creativity. With art and design in every corner, there are state-of-the-art creative studios, bright airy think tanks, sleek modern conference rooms, photography studios and soundproof booths where consultations take place.

Diversity’s Founder Di Slaney commented:

“The brief from Dulux has been one of the most original and exciting projects we have worked on. Given the considerable task in hand, as an agency we were challenged to come up with a groundbreaking new way of working to be able to deliver a project of this scale and profile.”

Diversity’s Deputy MD Simon Elliott was responsible for leading this project with the client:

“We always endeavour to work as an extension of client’s team, however bringing the Dulux Amazing Space service to life has taken us one step further. Our 16 year relationship with Dulux has evolved into a unique commercial partnership, which has enabled us to successfully deliver the total package.

We’ve been involved at every stage of the project, from recruiting and employing the designers and management team, to sourcing the building, creating a design-led work space, developing the supply chain and even choosing the coffee cups!

The end product is a seamless and innovative design service for consumers and a truly ‘amazing space’ for Dulux to operate in, where the brand literally comes alive to help inspire the design team.”

Dulux Amazing Space is a natural progression for the Dulux brand, and is an extension of their interior design services for domestic and commercial markets. It is also a natural extension of Diversity’s work as part of their CRM service – other big CRM business wins this year for the agency have been with Velux, running their Certified Installer Scheme, and an innovations project for British Gypsum.


For more information about Diversity visit

For more information about Dulux Amazing Space visit


Latest Issue

BDC 317 : Jun 2024