Everyday, 5,600 people working in the Danish Ministry of Food, Agriculture and Fisheries are working to ensure consumer's healthy food. For the last few years, the people working in the Ministry have gone through an exciting and rewarding process. The purpose has been to figure out the core values characterizing the Ministry and their shared common everyday. The answer to this question is: Openness, professionalism, responsibility, and commitment. To emphasize the message, we chose to visualize these values by using pictures for each of the values, with a corresponding tag line. The pictures feature elements and surroundings from nature itself to create a closer link to the work being performed daily by the employees.