We needed to encourage the disabled community and their stakeholders to adopt a new frame of mind in engaging and interacting with each other. We developed the rallying cry ‘a whole new attitude’ to lead this change. Loose, hand-drawn typography and illustration celebrate the community’s perceived imperfections, perfectly. The creation of an internal community piece ‘kaituitui, (the woven threads of a community coming together) helped to build trust and conversation. An extension of the main brand, this identity comprises a series of patterns that express the variety of conversations in a quilt-like formation.