The 'I AM Project' is a politically motivated work that aims to address and inform Australian society on the social issue of misunderstanding Aboriginal identities in the contemporary. Aboriginal peoples are often deemed to have dark skin, dark hair and brown eyes. These are features some Aboriginal peoples inherit, but not the entire population. By using design strategies, this project was created to solidify the Aboriginal identity of those who do not fit the stereotypical image. The implemented imagery was designed to guide audiences to understand the complex issue of Aboriginal identity and spread awareness on the social issue.