Pat Caruso is the driving force behind "We Create Print Deliver," known affectively as just, We, a dynamic advertising agency, that is essentially a one stop shop. However, to view "We" as simply an advertising agency would be a disservice to Pat's profound vision.
The name itself, “We” encapsulates his core philosophy: to foster a collaborative and inclusive environment where individuals feel valued and empowered.
This ethos is rooted in Pat's personal experiences as an Eastern Arrernte and Italian man navigating diverse cultural landscapes in Australia. Pat consciously designed "We" to be a safe space where people can come and do the work and contribute effectively, and not have to carry everything else around with them.
The services offered by We are comprehensive, ranging from the creation of business cards to high-level branding strategies and full campaigns.
They handle all aspects, from design through to the full execution, managing projects for significant clients like Adelaide Oval. They encompass everything from uniforms and merchandise to signage and delivery across states.
Pat is clear that while his Eastern Arrernte heritage is an integral part of his identity and the unique perspective his business brings, the foundation of We, lies in skill, integrity and a commitment to excellence, aiming to be a brilliant advertising studio. The added layer of depth and cultural understanding simply enhances their storytelling capability.
Pat's success story is intertwined with his resolute stance against systemic racism.
His vision for We came while Pat was working with high end advertising agencies that were ultimately unwelcoming, unsafe places to work. His decision to leave high-end advertising stemmed from experiencing racism firsthand. These pivotal moments fueled his determination to build something better, a space where he and his team would not be pigeonholed or reduced to mere box ticking exercises".
He recounts instances where potential clients approached his business solely due to his First Nations identity, a type of engagement he firmly rejects, even when it meant turning down substantial contracts. For Pat, true empowerment lies in being valued for their skills and the quality of their work, not just their heritage.
This personal experience fuels his commitment to self-determination within the Aboriginal community. He sees his business as a vehicle for empowerment, this focus on enabling others to achieve their full potential is a cornerstone of his business philosophy.
The need for self-determination was also the driving factor behind We becoming the principal sponsor of Reconciliation SA’s Reconciliation Week breakfast.
For Reconciliation SA, this is a landmark moment, as this is the first time an Aboriginal owned business to take that mantle.
Following the referendum, Pat experienced a profound realisation, that now is the time for us to commit to our sovereignty, and truly chase self-determination.
He felt it was crucial to "stand up and say, Hey, we can do it for ourselves as well".
Taking on the principal sponsorship was not just about visibility; for Pat, it's a declaration of capability and self-reliance. He hopes it will be inspiring to other First Nations people and businesses, to see themselves in that position.
“We have to make the best opportunity of every avenue. We have to be able to get the outcome for our people that we want.” His perspective is that with self determination, First Nations communities can actively shape the nature and impact of organisations and utilise the organisation to the best for outcome.
Pat's decision to sponsor the breakfast is deeply personal and evokes a strong sense of pride, primarily for his community. He hopes that other First Nations people and businesses will be "proud that there's an Aboriginal business that's the principal sponsor".
This act is intended to be more than just a sponsorship; it's a symbol of what is possible and a source of inspiration.
Looking towards the future, Pat also considers the impact on the next generation, hoping this sets an expectation that they too can achieve such milestones and contribute meaningfully to their community.