The Ministry for Ethnic Communities project has been a long time coming, with communities advocating for a ministry for over a decade. Aotearoa is one of the world’s most ethnically diverse countries with over 213 ethnicities, speaking over 160 languages, we faced the challenge of creating a brand that represented over 1 million people in this ethnically diverse country. So, how do you create something that represents everyone? It starts with a conversation. We worked with the new Ministry to engage with members of these communities, including young people, agency staff, community leaders, and many more, to develop a brand that embraces diversity as a strength, yet still functions as a strong asset to the wider government brand. Our job was to create a brand that enabled diversity to thrive and what better way to do that than engage with hundreds of people from ethnic communities to develop the branding.