(In)Dignity
Design either affirms or denies dignity

A lens for examining how design, language, and systems affirm or deny the inherent worth of people and communities. We see dignity not as a nicety, but a necessity—its absence is never neutral. Learn more at www.racialdignity.com.

Collaborative Entities
Many minds, one purpose

The people and organisations we work with to co-create identity. We use this term to emphasise shared responsibility, trust, and ethical partnership. We don’t use “clients” because it implies a transactional service; identity work is relational and co-owned.

Cultural Responsibility
Culture is not aesthetic—it’s lived

An awareness and respect for cultural differences and practices. It involves adapting our approach to be inclusive and respectful of diverse cultural perspectives.

Digital Citizenship
Digital presence with purpose

The responsible and ethical behaviour of entities in the digital space. It includes respecting privacy, promoting positive interactions, and contributing to the digital community in meaningful ways.

Entities
Every action leaves a mark

We use this term to honour the interconnectedness and ecosystem-wide ripple effects of every actor, initiative, and community. All organisations—whether commercial or private—including corporations, small businesses, startups, non-profits, social enterprises, educational institutions, government agencies, NGOs, charities, foundations, cooperatives, associations, clubs, religious organisations, community groups, partnerships, sole proprietorships, public companies, private companies, B Corporations, unions, trusts, professional bodies, consultancies, health organisations, and every product, service, department, team, initiative, community, collective, and individual within these organisations. Each entity has its own identity and impact within the larger ecosystem.

Entity Identity
Beyond branding—into being

A holistic approach to understanding and shaping the essence of an entity beyond mainstream branding. It integrates sustainability, ethical practices, community engagement, and diversity to create an authentic, impactful presence. We reject mainstream branding’s focus on perception and profit, and instead use entity identity to reveal truth, integrity, and purpose.

Environmental Responsibility
Planet over profit

A commitment to caring for land, water, air, and life—identity work must nurture the planet, not extract from it.

Ethical
Integrity in action

Adhering to moral principles and standards in all actions and decisions. For Tatak, this means prioritising honesty, fairness, respect, and integrity in our relationships and operations.

Holistic
Nothing exists in isolatio

An approach that considers all aspects of an entity—its people, processes, impacts, and interactions—as interconnected and interdependent.

Impact-Driven
Action with consequence

An approach where actions and decisions are guided by the desire to create positive social, environmental, and economic impacts.

JEDI
Justice shapes design

Justice, Equity, Diversity, and Inclusion. A framework that guides our efforts to create a more just and equitable world, where diversity is celebrated and inclusion is practised in all areas of our work.

Kapwa
Shared selfhood shapes everything

A Filipino word meaning “shared self” or “shared identity.” It is our philosophical root, reminding us that selfhood is realised through our relationship with others, community, and the environment.

Market Companions
Companions, not rivals

Entities who share our vision and values. Rather than viewing them as competitors, we see them as partners in our mission to amplify collective impact and drive positive change in the marketplace. We reject competition as a scarcity model—there’s strength in collective impact.

Recentering Design
Moving from decolonising to designing with care

A design philosophy that shifts the focus from colonial-centric practices to inclusive, community-centred, and culturally respectful approaches. We prefer “recentering” to signal active rebuilding and forward motion—not just resistance.

Social Responsibility
Beyond branding—into justice

The obligation of an entity to act in ways that benefit society at large.

Sustainability
Future-first identity

The practice of meeting present needs without compromising the ability of future generations to meet theirs. It involves balancing economic, social, and environmental factors to ensure long-term viability and health.

Talino
Wisdom guides identity

A Filipino word meaning “wisdom” or “intelligence.” It reflects our commitment to thoughtful, informed decision-making and the pursuit of understanding. We use it to honour our Filipino roots of deep insight, cultural knowledge, and intelligent identity work.

Tatak
More than a mark—it’s our impact

A Filipino word meaning “mark” or “impression.” It symbolises our mission to leave a meaningful and lasting impact on the entities we work with and the broader community. We use it as our name and philosophy—it reflects the intentional, ethical impressions we leave behind.

T.E.S.T. Certification
Storytelling with dignity, not extraction

Developed by Our Race, the T.E.S.T. Certification recognises entities that practise ethical storytelling grounded in Truth, Education, Storytelling, and Transformation. It signals a commitment to dignity-centred storytelling—where stories are held with consent, care, and context, not extracted for optics. We use this certification to demonstrate our alignment with racial dignity, ethical narrative practice, and decolonial storytelling frameworks. Learn more at www.ourrace.com.au.

Unbranding
Perception is out. Identity is in.

A movement away from mainstream branding rooted in colonial practices that often prioritise profit over purpose. We use “unbranding” to describe our commitment to dismantling perception-based branding models.

Visual Language
Speaking identity through design

The unique combination of visual elements like colour, typography, imagery, and design that convey an entity’s identity and values. This goes beyond mainstream visual identity/elements to reflect the core essence and message of the entity. We use “visual language” because identity is more than a look—it’s an expression of values and essence.