The Deaf community is quite unique with its own language, values, rules for behaviour and traditions. Deaf people see themselves as a distinct group within a country and their first language is sign language - in New Zealand it’s New Zealand Sign Language (NZSL). Deaf identify with other Deaf people because of shared experiences – communication barriers, issues, different needs and goals. As a group of people who respond to things visually, Deaf customs include various forms of artistic expression, such as signed poetry, story-telling and visual arts.

Some organisations and businesses understand this better than others. SignPost want to help the Deaf community connect with Deaf friendly organisations and help the Deaf community for the mutual benefit of both.