Inclusive marketing experts

Part I: The first splash

Arima grew from a realisation: marketing is broken.

It started when our founder Joyann was creating her very first website. She was scrolling through stock photo sites, searching for an image of someone typing on a keyboard, and she discovered something: 

“I can’t find any hands that look like mine.”

Later, that experience would trigger a project with TechSpark called SHIFT that got BBC coverage. Together with TechSpark and Oracle’s Cloud Accelerator, Joyann created a digital library of diverse stock photos for anyone to use on a creative commons license.

Part II: The rising tide

Backed up by a strong track record in data science and communications, Joyann was soon presenting and hosting on tech panels, co-founding The BME collective, and providing training for both businesses and the government.

In 2017 she founded The Social Detail, providing social media management services for a range of organisations. After completing inclusive marketing audits for many companies, Joyann quickly realised marketers needed more support. So in 2020, she developed Inclued - an AI-assisted tool for measuring your inclusive digital footprint. 

Arima & Co was born at the crest of this wave in 2021. Bringing all of Joyann’s learnings and experience together, we exist to help businesses do what they want to do: turn their good intentions into inclusive and effective marketing.