welcome to the UNBRANDING REVOLUTION |

Branding is broken. Identity is the future.

We craft entity identities.

welcome to the UNBRANDING REVOLUTION |

Branding needs
a rebrand

to unbrand.

Branding is a modern construct rooted in capitalism, industrialisation, and colonial marketing tactics. It was never about authenticity; it was about perception management, keeping entities profitable, not purposeful. The result? Erasure. Commodification. Disconnection.

It’s time for a new approach, one that prioritises truth over illusion, depth over trends, and integrity over marketability.

At Tatak, we don’t fabricate identities we uncover them. Through Entity Identity, we help businesses, organisations, and movements liberate themselves from surface-level branding and embrace ethical, justice-centered, and values-driven identities that resist commodification and foster real connection.

Identity is not a product it is a presence, a commitment, and a responsibility. Our work ensures that entities exist with integrity, cultural responsibility, and deep accountability to the communities they serve.

Welcome to the Unbranding Revolution.

If you’re here for aesthetics alone, we’re not the right fit.
If you’re here to build an identity that resists, exists & connects, let’s talk.

I'm not ready yet. Learn more.

I'm ready. Let's talk.

Mainstream branding =
Perception management

❌ Looks good but lacks authenticity
❌ Prioritises marketability over impact
❌ Flattens identity to fit trends

This sells an illusion.

Entity identity =
Authentic presence

✅ Aligns who you are with what you do
✅ Builds real trust & accountability
✅ Deeply connects entities to their values & communities

This is the beginning of a movement!

Introducing our Entity Identity Framework

Roadmap to the future

Rooted in decolonial, justice-centered design, it replaces perception management with authentic expression, deep accountability, & systemic impact.

More than just a business tool, this framework positions entities as stewards of values, narratives, & experiences that shape our collective reality. It is a guide for those who seek to inspire change, foster connection, & build a just & equitable society.

Grounded in eight fundamental elements, this approach ensures that an entity’s identity is not just visually appealing but also ethically & strategically impactful.

welcome to the UNBRANDING REVOLUTION |

The Elements

| 1 | Values & Beliefs

Establishing a strong foundation in these areas ensures that every decision, action, & communication aligns with your entity's true essence & goals. This element is essential as it guides your entity’s overall direction & inspires trust & loyalty among stakeholders.
This element is most relevant to leaders, founders, & strategists who shape the direction & core principles of the entity. It is essential for those involved in strategic planning, internal communications, & stakeholder engagement to ensure that the entity’s identity & goals are clearly defined & communicated.

| 2 | Community

Building a strong community around your entity enhances loyalty, collaboration, & overall impact. This element is crucial for creating meaningful relationships & a thriving network of support.
This element is crucial for marketing professionals, HR teams, & community managers. Understanding & engaging the community helps in tailoring products, services, & communications to better meet the needs & expectations of various stakeholders.

| 3 | Narrative & Storytelling

A strong narrative creates a memorable brand presence, helping your entity connect emotionally with your audience.
Beyond your entity, consider the broader narratives you contribute to. It's not just about the story you tell, but how you tell it & your role in the larger narrative. Are you perpetuating harmful narratives, or contributing to ethical, sustainable, & inclusive ones? We believe storytelling can change systems, & through partnerships with Indigenous & Aboriginal communities, we've seen its power to shift harmful narratives, change behaviours, & mobilise action.
At this critical juncture, storytelling can drive transformative change by changing mindsets. This element is vital for content creators, brand managers, & marketing teams to enhance recognition, build emotional connections, & stand out.

| 4 | Visual Language

Defines the visual elements—logo, colour palette, typography, iconography, & image aesthetic—that shape your entity's unique visual language. Like spoken language, clear, cohesive visuals are crucial for effective communication & recognition across all mediums. This element visually communicates your brand’s values & personality, leaving a lasting impression.
It's not just about trendy visuals; this element ensures all components blend seamlessly into your visual language, strengthening your entity’s identity.
Critical for designers, creative directors, & marketers, a strong visual language guarantees consistency, professionalism, & alignment with your brand’s ethos.

| 5 | Global Responsibility

Embodies your entity’s dedication to genuine sustainable practices, ethical labour, & cultural awareness. This commitment surpasses superficial social media posts, reflecting authentic actions, policies, & a mindset. Demonstrating global responsibility through concrete actions establishes trust & positions your entity as a leader in ethical business practices. Vital for meeting the rising demand for sustainable operations, this element is crucial in shaping a future that secures humanity’s well-being.
This element is indispensable for Sustainability Officers, CSR Managers, & Ethics Committees. Emphasising global responsibility enhances reputation, fosters customer loyalty, & contributes positively to both society & the planet.

| 6 | Digital Citizenship

Strong digital citizenship enhances visibility, accessibility, & interaction with your community. This element is crucial as it enables your entity to effectively communicate & engage with a digital-savvy audience.
In today's world, where technology is deeply intertwined with daily life, it's imperative to cultivate a healthy & ethical relationship with digital platforms. This includes considerations on how we utilise & interact within digital realms, akin to our responsibilities in the physical environment. Just as we prioritise sustainability & ethical practices in our physical actions, we must uphold similar values in our digital activities.
Digital Citizenship is essential for web developers, digital marketers, & community managers. Effective implementation ensures sustained visibility, accessibility, & engagement in the digital realm, thereby enhancing overall brand presence & interaction.

| 7 | Impact, Innovation & Adaptability

Highlights your entity’s dedication to global awareness, flexibility, continuous learning, performance metrics, iterative processes, & stakeholder feedback. This element ensures your entity remains relevant, innovative, & responsive to change.
This element is key for strategists, innovation teams, & operational managers. Staying adaptable & innovative allows the entity to respond effectively to global changes & continuously improve.

| 8 | Accountability, Authenticity & Transparency

Building a transparent & authentic brand enhances trust & loyalty. This element is critical for maintaining credibility & trustworthiness with your audience & stakeholders.
This element is crucial for compliance officers, ethics committees, & leadership teams. Ensuring accountability, authenticity, & transparency builds a trustworthy & ethical brand reputation, fostering long-term loyalty & trust.

Need help beginning your unbranding journey? We can guide you through every step of dismantling perception management & building an authentic identity.

Let's talk

Educate

Execute

Empower

Learn the framework & shift perspectives. Workshops, speaking engagements, & training tailored to help you understand & embrace Entity Identity.

Implement identity-aligned strategies. Bespoke services & products designed to align with your entity’s unique needs & goals.

Sustain your transformation independently. Ongoing support & resources to help you drive positive change on your own.

Our work

Be The Voice Magazine

Awarded Community Innovation Award at 2023 Victorian Multicultural Commision Awards for Excellence. Read it here.
SoCo Collective

www.sococollective.com.au
Little Droppings

www.littledroppings.com.au
Our Race

www.ourrace.com.au
Sophic
Sprout Society

www.sproutsociety.com.au
Eco Salon Supplies
Undress Runways

www.undressrunways.com
The Naked Magazine
Lana
A J Hughes Carpentry
My Family Pantry
Hi Fin Services

www.hifin.com.au
The Cupboard Bakery

www.thecupboardbakery.com.au
Balik