Multicultural Australia launched its new Welcome initiative in December 2021. An accreditation program for social impact, it certifies Australian businesses as truly inclusive as both workplaces and as providers of goods and services for refugees, migrants, people seeking asylum, and other new arrivals to Queensland.
The word ’welcome’ serendipitously contains both ’me’ and ’we’ in its letter form and led to the design of the logotype and the creative animation used in the the soft-launch video. ”Where me becomes part of we and everyone feels welcome” describes the essence of the initiative, supports the animation in the video, and will continue as a key part of the brand messaging as the program develops. The m and w used the same letter form, rotated, to allow ’me’ to transform to ’we’ and signify that sense of belonging and inclusion that the program seeks to achieve.
