Reflecting on the branding outcome, we know that its success is largely due to the environment that afforded the freedom to experiment, learn and, “get things wrong”. Meaningfully engaging with IDEA, and growing from it requires making mistakes. There were countless opportunities to make mistakes, and each time we did, Be Equitable taught us something new. They welcomed us to be vulnerable, and we trusted Be Equitable to guide us without judgement. This support was also reciprocated by the FTP team in times when the project was overwhelming for Be Equitable.

Through our partnership, we experienced the benefit of diverse perspectives, brought together to create something greater. With every encounter, lesson and story shared the work became more expressive, more purposeful and imbued with the ethos of Be Equitable. It was another reminder of how important, and inspiring diversity is in the creative industry and the potential for missed perspectives when we don’t lift up marginalised and minority voices.

Together, For The People and Be Equitable not only produced a beautiful project, but also earned a new appreciation for each other’s expertise, and perhaps for the first time, demonstrated the power of true partnership.

But Michael articulated this much more profoundly during our Tryout: “Right team, right partner, right voice, right time.”