The one thing we all have in common is that we are all different. And it’s these differences that actually make Australia, Australia. Originally set up for minority cultures over 40 years ago, the SBS television station has become the only real and true reflection of Australia today. To relaunch the brand, I wanted to make the station feel accessible and relatable to every single one of us. So what better way than by celebrating the rich mix of cultures who work for SBS and encourage people to ‘Join In’ and participate in everything SBS stands for.