Do your brand values match what you practice?

Most organisations treat identity as what they show the world: the logo, the values page, the campaign. Tatak treats identity as what you actually do. It's how you make decisions, who you're in relationship with, and what you take responsibility for. Perception follows from practice. When it doesn't, that's the gap.

Mainstream branding has taught organisations to manage how they're seen. We invite you to attend to who you are. We call this unbranding: unlearning branding as performance, and returning to identity as something you practice.

Identity is lived, not performed.

Identity is lived, not performed.

The gap rarely lives in one place.

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Our Entity Identity Framework looks at identity through eight interdependent elements. Each one asks the same question in a different part of your organisation.

  • Did your values make your last difficult decision, or did something else?

  • Who benefits from your relationships, and who carries their cost?

  • Whose stories do you tell, and who gets to tell them?

  • Does how you look reflect who you are, or who you'd like to be seen as?

  • How do you behave online when no campaign is running?

  • What does your impact look like beyond the people you're trying to reach?

  • The last time you were told you got something wrong, what changed?

  • What happens when your actions contradict your words?

How we can work together

Find the gap >>>

ENTITY IDENTITY AUDIT

We look at what you say about yourself and what you actually do, across all eight elements. We listen beyond leadership: to staff, communities, partners and the people your decisions affect. You'll come away with a clear, shared picture of where your claims and your practice part ways, and why.

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Close the gap >>>

RESIDENCY

We work alongside your teams and decision-makers while real work happens. A Project Residency (3 months) is anchored to a campaign, launch or initiative. A Practice Residency (6 months) works on how your organisation operates day to day. Either way, we guide and your people do the work, and our presence tapers so the practice stays with you.

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  • For a single campaign, message or story

  • Intro to Entity Identity

  • Every engagement begins with talking: about what you've claimed, what you're noticing, and what you're ready to look at. There's no pitch, and no obligation to go further.

    Book a call with Juju

Make it visible >>>

CREATIVE DIRECTION

When practice changes, people deserve to see it. We lead work that shows what’s true, including what’s still unfinished: campaigns, publications, events, and AR experiences that turn a mark into a doorway to the practice behind it. Made with the communities involved, once we’ve worked together to find or close the gap.

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Not ready for an audit? Start with:

Our work

Tatak was founded by Judith Marie Ortiz, a Filipino-Australian creative based in Meanjin. After years leading brand, marketing and design work, she saw how often the industry asks organisations to perform identities they don't practice, and how often the harm lands on the communities being represented.

Tatak works collectively. Depending on what your work calls for, we bring in cultural caretakers, storytellers, facilitators and element champions: practitioners whose expertise and approach align with ours.

Read our origin story