Each of these communities has a nuanced heritage and history. To present the most authentic work, we reached out beyond our agency roster to bring in collaborators with genuine perspectives from each cultural group. This ensured that elements of symbolism, color, and cultural implications from a variety of voices were appropriately represented.

An example of this was teaming up Hook designer Huitzilli Oronia with freelancer Kevin Coochwytewa, a Seattle-based designer of Isleta Pueblo and Hopi heritage. Together they created the Indigenous-owned attribute mark, drawing from their backgrounds and culture to create the logo.

“The work that our team did was not about appropriating or borrowing for aesthetic ends; it was about understanding the core essence of symbols, seeking permission, and engaging in genuine dialogue with community members.” — Huitzilli Oronia

The team worked closely with local equity and Google Aboriginal & Indigenous Network (GAIN) leadership for a holistic view of the concepts. Research and feedback were taken into account from multiple members of Indigenous communities across the US, and then integrated into the final badge.

Working with individuals from diverse and unique backgrounds helps us develop more authentic and meaningful content for all.