Uniting welcomes everyone no matter their ethnicity, faith or sexual orientation. So for their brand launch, all of Sydney was welcome. A giant welcome mat laid out in key locations featured quotes in 14 languages from clients and staff across all of Uniting’s services, while free tea stations made visitors feel right at home. A lenticular photography exhibition featuring portraits by Gary Heery allowed visitors to immerse themselves in the many stories of hope, courage and inclusion told by the people that Uniting helps every day.

Installed one day before launch, the giant welcome mat was made up of more than 700 individual mats. Messages of gratitude and stories of individual support were emblazoned across the mats in multiple languages, while typography was used to dramatic effect. Large font sizes and different alphabets emphasise the sheer variety of those that have been touched by Uniting in some way, and allowed even the most fleeting of passersby to get a sense of the organisation’s inclusivity. It was exhibited in two prominent Sydney locations: Martin Place because of its high footfall, and Parramatta because of its opportunities for consumer engagement.

The exhibition was seen by more than 167,000 people across the two sites, with more than 2000 direct public engagements. This led to more than 300 meaningful conversations between visitors and Uniting staff.