Category: Design

2022 Indigenous Business Month

Background

33 Creative, together with Dr Michelle Evans of the MURRA Indigenous Business Master Class Program and Leesa Watego of Iscariot Media and their teams, led another successful Indigenous Business Month in the month of October. The theme for the 8th Indigenous Business Month was “Actions Today, Impact Tomorrow” which called upon First Nations business owners and non-Indigenous allies to gather online and in community to look at our actions today and how they impact our tomorrow.

As business leaders, we wear many hats. Inspiring the next generation of business leaders is one – what we say and do today in our communities could be the spark that inspires our businesses of tomorrow.

2022 Indigenous Business Month social tiles

Indigenous Business Month Awards

2022 saw the highest number of award applications in the last three years and a particular growth in the number of Regional Indigenous Businesses getting on board.

This year’s winners were:

Indigenous Business Month is about shining the light on those that are doing amazing things. We encourage everyone to get across the activity of this year’s award winners and keep an eye to other Indigenous Businesses achieving remarkable things. As Indigenous Businesses we should recognise, value and reward our Actions Today, having positive Impact Tomorrow.

Visit the Indigenous Business Month website for more information and follow our #IndigBizMonth socials – Facebook, Instagram, Linked In and Twitter to keep up to date on #IndigenousBusinessMonth

Indigenous Business Month Awards

Global creative transformation company WPP approached 33 Creative to assist with producing their reconciliation action plan (RAP). Our role was to project manage the process, including engaging a First Nations artist for the project as well as design the RAP booklet ahead of its roll out.

In addition to project management, our biggest value-add as an Aboriginal agency, was in our knowledge sharing and facilitating guidance that helped WPP shape and appropriately communicate and commit to their reconciliation plan through engaging, informative, and accountability-led collateral.

The Artwork

33 Creative worked closely with Aboriginal artist Jordan Ardler who created WPP’s RAP artwork which is featured throughout the booklet.

Connected depicts a stunning and vibrant map of “the coastline pre-colonisation, with the waters between connecting the lands”, as explained in the RAP.

“The main meeting place icons represent WPP’s multiple offices in Australia, and reflect the close connection to our offices and colleagues in New Zealand. They are all connected by the walking track, symbolising strength and togetherness. The lime green patches seen splashing off the meeting places highlight the inspiration, power and creativity generated during collaboration.”

Jordan used her own fingerprints in the artwork to highlight her personal connection to Cadigal land of which WPP’s head office is located on.

The brief

Foxtel Group approached 33 Creative to work on the development and design of their sixth Reconciliation Action Plan (RAP), titled ‘Innovate’, which was successfully implemented for the period of July 2021 – June 2023.

A significant part of the project brief saw 33 Creative engage a First Nations artist to create a bespoke artwork that would reflect the continuance of Foxtel’s RAP journey, as well as align with the organisation’s brand colours.

The process of developing and designing Foxtel Group’s RAP was extensive and involved end-to-end project management, onboarding and workshopping, a thorough development of the artist’s brief, engaging potential artists, and assisting with the print process which was contracted to an Indigenous print organisation upon 33 Creative’s recommendation.

The artwork

33 Creative commissioned artist, Josh Sly, a Biripi, Worimi, Wiradjuri man, to create an original artwork that tells the story of the Foxtel Group, including the group’s brands: Foxtel, Kayo, Binge, Fox Sport and Fox Media, as they all come together and unite on the RAP journey.

The artwork was received warmly and embraced by the organisation. Additionally, it is being used in broadcast acknowledgments, reaching a wide audience of up to 4 million Australians each day.

‘Walking Together’, 2022 (Acrylic on Canvas)

Josh tells the story of the artwork in his own words:

“Walking Together highlights the Foxtel Group’s commitment to walk alongside Aboriginal and Torres Strait Islander peoples for reconciliation. The concentric circle in the middle with the ‘U’ shapes surrounding it, is a traditional symbol representing a campsite, meeting place, sacred site or community. For this artwork, the meeting place is representative of the Foxtel Group. The chosen colours connect with our businesses: Foxtel, Kayo, BINGE, Fox Sports and Foxtel Media. The significance of a circle is that everyone is welcome, everyone has a place, and everyone is treated equally. The handprints symbolise teamwork, working hand in hand, and also individuality as no one’s handprint is the same. The footprints are a reminder of the journey and commitment of walking together in the hope of true reconciliation. The four orange patterns and lines in the background symbolise the flow of energy and connection – our connection to each other, connection to experience and our connection to mother earth.”

– Josh Sly

The RAP team at Foxtel engaged with the project and process wholeheartedly, trusting the team at 33 Creative to deliver a memorable project with storytelling at the heart of the creative process as well as the RAP’s design outcome.

The RAP was printed using PEFC accredited stock and distributed to all of Foxtel’s employees home addresses, reflecting the group’s integrative approach in committing to its objectives.

One Sydney, Many People 2021-2024

In early 2021, The University of Sydney launched its new Indigenous strategy, One Sydney, Many People 2021-2024 Strategy, which aims to support the best researchers and most promising students to achieve their full potential.

33 Creative were engaged to support the photography, design, layout and copywriting to bring the strategy to life and maximise engagement across all faculties and aspects of university business.

A key component of the visual design was developing a unique artwork that represents the pillars of the strategy and strong connection of the University to Country.

One Sydney, Many People 2021-2024 Strategy
One Sydney, Many People 2021-2024 Strategy

Commissioned artwork and interpretation

We worked with artist and friend of 33 Creative, Luke Penrith with ancestry connected through the Wiradjuri, Wotjobaluk, the Yuin and the Gumbaynggirr Nation.

The commissioned artwork titled ‘Yanhambabirra Burambabirra Yalbailinya’ depicts a rich interconnected story of knowledge, community and growth, reflecting the history and future aspiration of the University. At the centre of the artwork is the Gadi (of the Xanthorrea genus), found on the grounds of the University campus and acknowledges our location in the heart of Gadigal country.

The central flowering bud reaches out with its orange ochre heartbeat and travels to the four pillars present in our strategy: Nguragaingun – Culture and Community (base); Eora – People (top); Ngara – Education and Research (right) and Pemulian – Environment (left). The heartbeat continues on to form four fire circles, each signifying a season of the year, and further to create two waves of knowledge corners (top right and base left).

The fire and flame motif links to the desire to share knowledge and to prosper along the journey.

The four coolamons support this journey through nurturing, sharing and nourishing that is required along the way. On two of the coolamons are clapsticks, representing welcoming with song, finding food with digging sticks, grinding grains and preparing food. The other two coolamons feature progressively growing triangle shapes, reflecting growth. We know that everyone’s journey is not always direct.

Our visitors’ circle, at the base right corner, tells the story of people on a journey, not lost, but still discovering along the way. Our visitors, at the top left corner, are on a clear path, and shown with considered balance. Throughout there is representation of water, sky, sea, sand and river, all speaking of Country where the journey began. The symmetry of the design and numerical repetition tells the story of investing in people, creating balance and harmony through perseverance and determination. You may have to complete the same task multiple times before the balance is complete.

Yanhambabirra Burambabirra Yalbailinya by Luke Penrith

The brief

Foxtel Group approached 33 Creative to work on the development and design of their sixth Reconciliation Action Plan (RAP), titled ‘Innovate’, which was successfully implemented for the period of July 2021 – June 2023.

A significant part of the project brief saw 33 Creative engage a First Nations artist to create a bespoke artwork that would reflect the continuance of Foxtel’s RAP journey, as well as align with the organisation’s brand colours.

The process of developing and designing Foxtel Group’s RAP was extensive and involved end-to-end project management, onboarding and workshopping, a thorough development of the artist’s brief, engaging potential artists, and assisting with the print process which was contracted to an Indigenous print organisation upon 33 Creative’s recommendation.

The artwork

33 Creative commissioned artist, Josh Sly, a Biripi, Worimi, Wiradjuri man, to create an original artwork that tells the story of the Foxtel Group, including the group’s brands: Foxtel, Kayo, Binge, Fox Sport and Fox Media, as they all come together and unite on the RAP journey.

The artwork was received warmly and embraced by the organisation. Additionally, it is being used in broadcast acknowledgments, reaching a wide audience of up to 4 million Australians each day.

Testimonial from Karyn Baylis, former Jawun CEO

“Jawun means family / friend in the Kuku Yalanji language of Mossman Gorge and when I think of 33 Creative I think of them as members of that extended family.

Their ability to absorb who you are, where you are going and how you want to tell your story is quite extraordinary. They listen, watch and engage in a manner that makes you feel confident and open in your communications with them.

The product they deliver is always of the highest standard, with the story telling they incorporate to be exceptional.

Jawun has engaged 33 Creative on many occasions from event management support to creative design and to brochure production. I personally have such a level of confidence in what they will deliver as I see them on the briefings listen and then ask true quality questions. So you know they have informed themselves in the best possible manner in order to produce something that aligns with the organisations culture and aspirations for its partners and customers.

It is a pleasure to have 33 Creative as extended members of our Jawun family”.

– Karyn Baylis

Find out more about Jawun, and join the journey

The brief

Foxtel Group approached 33 Creative to work on the development and design of their sixth Reconciliation Action Plan (RAP), titled ‘Innovate’, which was successfully implemented for the period of July 2021 – June 2023.

A significant part of the project brief saw 33 Creative engage a First Nations artist to create a bespoke artwork that would reflect the continuance of Foxtel’s RAP journey, as well as align with the organisation’s brand colours.

The process of developing and designing Foxtel Group’s RAP was extensive and involved end-to-end project management, onboarding and workshopping, a thorough development of the artist’s brief, engaging potential artists, and assisting with the print process which was contracted to an Indigenous print organisation upon 33 Creative’s recommendation.

The artwork

33 Creative commissioned artist, Josh Sly, a Biripi, Worimi, Wiradjuri man, to create an original artwork that tells the story of the Foxtel Group, including the group’s brands: Foxtel, Kayo, Binge, Fox Sport and Fox Media, as they all come together and unite on the RAP journey.

The artwork was received warmly and embraced by the organisation. Additionally, it is being used in broadcast acknowledgments, reaching a wide audience of up to 4 million Australians each day.

‘Walking Together’, 2022 (Acrylic on Canvas)

Josh tells the story of the artwork in his own words:

“Walking Together highlights the Foxtel Group’s commitment to walk alongside Aboriginal and Torres Strait Islander peoples for reconciliation. The concentric circle in the middle with the ‘U’ shapes surrounding it, is a traditional symbol representing a campsite, meeting place, sacred site or community. For this artwork, the meeting place is representative of the Foxtel Group. The chosen colours connect with our businesses: Foxtel, Kayo, BINGE, Fox Sports and Foxtel Media. The significance of a circle is that everyone is welcome, everyone has a place, and everyone is treated equally. The handprints symbolise teamwork, working hand in hand, and also individuality as no one’s handprint is the same. The footprints are a reminder of the journey and commitment of walking together in the hope of true reconciliation. The four orange patterns and lines in the background symbolise the flow of energy and connection – our connection to each other, connection to experience and our connection to mother earth.”

– Josh Sly

Good Design Awards

In 2021, we were thrilled to learn that the AIATSIS website redevelopment was recognised at the Australian Good Design Awards, receiving a Gold Accolade in the Digital Design category.

The project was a true collaboration of skills and expertise, reflecting and celebrating Aboriginal and Torres Strait Islander culture and knowledge through a contemporary platform which continues to make an impact among its audiences.

The brief

Foxtel Group approached 33 Creative to work on the development and design of their sixth Reconciliation Action Plan (RAP), titled ‘Innovate’, which was successfully implemented for the period of July 2021 – June 2023.

A significant part of the project brief saw 33 Creative engage a First Nations artist to create a bespoke artwork that would reflect the continuance of Foxtel’s RAP journey, as well as align with the organisation’s brand colours.

The process of developing and designing Foxtel Group’s RAP was extensive and involved end-to-end project management, onboarding and workshopping, a thorough development of the artist’s brief, engaging potential artists, and assisting with the print process which was contracted to an Indigenous print organisation upon 33 Creative’s recommendation.

The materials

Our goal was to create a strength-based approach to empowering individuals, their families, and their communities in knowing they are not alone. To do this we created materials that Aboriginal and Torres Strait Islander people impacted by eating disorders and body image issues could easily recognise and identify with.

The ‘Every BODY is Deadly campaign’ was launched with two key campaign ambassadors: Wiradjuri, Bundjulung, Kamilaroi and Yuin woman, Garigarra Mundine, and Kamilaroi and Dhungutti sister girl, Felicia Foxx, who shared their personal stories.

For Felicia Foxx, growing up in a male-dominated Aboriginal family that was very masculine and athletic had a significant impact on her body image and sexual identity. For years she struggled with expectations of how her body should look—until she realised it was just like her ancestors.

Back home with her family and surrounded by culture, Garra never took much notice of her body image. However, at the age of 11 after moving to Sydney, she began to feel her body was different and eventually developed an eating disorder.

Video Production

A major aspect of the communications campaign were videos produced specifically for social media platforms and audiences.

In the videos, Garra and Felicia talk openly about their personal journeys and body image related experiences.

The video shoot took place over the course of a single day in the inner-west Sydney suburb of Newtown, and also included a photoshoot with each talent.

We hired an indoor living space for interviews and interior shots, and acquired b-roll in surrounding suburban streets, as well as the iconic Carriageworks precinct (the former Eveleigh Railway Workshops).

Our crew on the day consisted of a videographer, producer, production assistant, and hair and makeup professional.

Pre-production work included location scouting and booking, the development of a videography brief, shot list, and run sheet for the day, the development of interview questions, and talent and crew booking.

The impact

The Every BODY is Deadly campaign is a first step, providing a platform for awareness and discussion about this issue.

The materials are available to download from the Butterfly Foundation website, to help support community health providers, schools, and staff to identify signs and symptoms of an eating disorder.

The vision for the campaign is to continue building out these personal stories, recognising and reflecting the diversity of communities and ensuring there is not one approach that suits everyone – eating disorders and body image issues can affect anyone, at any time.

Support is available for people at risk or experiencing an eating disorder by calling 1800 33 4673. You can also call the helpline if you are concerned about someone close to you or you can contact Butterfly Foundation by email or online chat.

The brief

33 Creative have a long working relationship with the NSW Centre for Aboriginal Health and a combined passion for improving the health and wellbeing of communities.

We were engaged by the NSW Government to support the rollout of communications and engagement throughout the COVID-19 pandemic crisis management and subsequent vaccine rollout. This is a project close to our hearts, helping to keep mob informed and protected.

The approach

Working with the Centre for Aboriginal Health, the Department of Customer Service, NSW Aboriginal Affairs and Aboriginal Health and Medical Research Council (AH&MRC), we contributed to the development and continual refinement of a communications strategy, including developing tailored resources to better support engagement with Aboriginal and Torres Strait Islander communities and stakeholders in NSW. We have worked flexibly with the Centre for Aboriginal Health throughout the pandemic, responding to ever changing situation.

A key priority of our approach was ensuring community voices were leading and elevated throughout the content, maximising reach and trust quickly.

We engaged community champions to share their experiences and encourage COVID safe behaviours throughout the campaign, ensuring health messages were delivered by trusted community leaders and health workers.

Community champion videos were highly effective in engaging community and formed an integral part of the campaign. Regular stakeholder toolkits and eDMs were also made available for stakeholders (including Aboriginal Community Controlled Health Services and Local Health Districts) to share locally.

We produced a number of TVCs, press, outdoor, digital, social and radio advertisements throughout the campaign to promote ways to help keep our mob safe.

We also produced a music video collaboration, with Mi-Kaisha and Nooky, to encourage youth social distancing at the early stages of the pandemic. The video clip was featured on The Project and boosted through NITV and other community channels, and was a finalist in the NSW Health Awards.

Mi-Kaisha

The brief

Foxtel Group approached 33 Creative to work on the development and design of their sixth Reconciliation Action Plan (RAP), titled ‘Innovate’, which was successfully implemented for the period of July 2021 – June 2023.

A significant part of the project brief saw 33 Creative engage a First Nations artist to create a bespoke artwork that would reflect the continuance of Foxtel’s RAP journey, as well as align with the organisation’s brand colours.

The process of developing and designing Foxtel Group’s RAP was extensive and involved end-to-end project management, onboarding and workshopping, a thorough development of the artist’s brief, engaging potential artists, and assisting with the print process which was contracted to an Indigenous print organisation upon 33 Creative’s recommendation.

The impact

SWSB members adapted – as strong women in business do – to the new challenges brought about by COVID-19. The online SWSB Facebook group grew vastly into a flourishing interactive hub for likeminded women to support each other in life and in business through unprecedented times. The first half of 2021 saw the existing SWSB Facebook membership grow by 22 percent.

As part of the overall strategy, we worked with the SWSB team to analyse recurring themes and universal experiences SWSB members were contending with in the current COVID landscape, building this into the strategy.  A key deliverable was the development of SWSB’s first ever regular newsletter.

Now at 1,160 subscribers and growing strong, the newsletter provides another medium to tell stories and unite the SWSB community through rich, focused and user-generated content. Moreover, the ‘Women in Business’ section of the newsletter has consistently been one of the top four performing click links of each newsletter edition so far.

Other deliverables included the successful implementation of a social media risk management and moderation response guide, as well as the establishment of the SWSB Instagram community which is currently at 1.2K members and steadily growing.

Re-strategising and building on SWSB’s online community also meant that conversations and opportunities to network were made more accessible to Indigenous women in business in regional and remote areas – a key focus for SWSB.

The brief

33 Creative were engaged by the Department of Social Services to support the development and implementation of the Care and Support Workforce campaign for Aboriginal and Torres Strait Islander audiences.

The campaign aims to raise awareness of the employment opportunities in the care and support sector – specifically aged care, disability support and veterans’ care – among Aboriginal and Torres Strait Islander audiences.

Care Workforce social tiles

The campaign

In developing the campaign, we commissioned an artwork by artist and person with  disability, Wayne Connelly of Yarrabah, ‘One People, One Fire’.

The creative approach featured a series of community-based care and support workers and the people they support, who shared their unique experiences as part of the sector to motivate others to join the workforce. We highlighted positive stories of working in the sector, showcasing the benefits to both support workers and the people they support. The creative featured Aboriginal aged care worker Julie and aged care recipient Joyce, and Aboriginal disability support worker Clinton, who provides in-home support to Denise.

We produced a range of advertising executions supported by relevant and culturally appropriate materials and resources, including video and written case studies and social media graphics.

We also developed a range of information materials and resources to promote the care and support sector such as factsheets, posters and a stakeholder toolkit, which we activated through engagement with stakeholders such as employment and student networks.

The outcome

We worked with community-based and national organisations to distribute the resources across Australia, generating grassroots engagement and action.

We are proud of the campaign and would especially like to thank our campaign supporters who shared their stories to drive positive change.