Category: Design

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

33 Creative was delighted to join Jawun in helping celebrate their 20-year journey, acknowledging the achievements to date and setting the path for the next 20 years to come.

For more than 20 years, Jawun has been a place where corporate, government and philanthropic organisations come together with First Nations people to affect real change.

Starting in Cape York, partnerships are now in place in regions across the country, supporting communities on the ground through long term partnerships.

The program is proudly Indigenous-led, working with communities and corporate partners to deliver community benefits. While this is the driving purpose, there is also a practical reconciliation benefit to partners and secondees in their participation that contributes to a better nation.

Our strategic approach to thids project was motivated by the Jawun ethos of Indigenous-led empowerment, starting with the theme, ‘Our people, Our Future. Muruku’. ‘Muruku’ meaning ‘together’ in the traditional language of Kuku Yalanji people in Cape York.

In addition to the development of strategy, 33 Creative also produced a number of print materials which showcased the new look-and-feel for the 20th anniversary.

The Jawun partnership model has been revitalised with a prospectus and welcome pack to support new and existing friends of Jawun in the continued journey of partnership. Twenty years on, Jawun continues to grow, to find new friends and partners to continue walking the path communities have lit.

In the words of the Kuku Yalanji language, the home and birthplace of Jawun in Cape York, the story continues.

Our people. Our future. Muruku (together). 

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

33 Creative was delighted to join Jawun in helping celebrate their 20-year journey, acknowledging the achievements to date and setting the path for the next 20 years to come.

For more than 20 years, Jawun has been a place where corporate, government and philanthropic organisations come together with First Nations people to affect real change.

Starting in Cape York, partnerships are now in place in regions across the country, supporting communities on the ground through long term partnerships.

The program is proudly Indigenous-led, working with communities and corporate partners to deliver community benefits. While this is the driving purpose, there is also a practical reconciliation benefit to partners and secondees in their participation that contributes to a better nation.

Our strategic approach to thids project was motivated by the Jawun ethos of Indigenous-led empowerment, starting with the theme, ‘Our people, Our Future. Muruku’. ‘Muruku’ meaning ‘together’ in the traditional language of Kuku Yalanji people in Cape York.

In addition to the development of strategy, 33 Creative also produced a number of print materials which showcased the new look-and-feel for the 20th anniversary.

The Jawun partnership model has been revitalised with a prospectus and welcome pack to support new and existing friends of Jawun in the continued journey of partnership. Twenty years on, Jawun continues to grow, to find new friends and partners to continue walking the path communities have lit.

In the words of the Kuku Yalanji language, the home and birthplace of Jawun in Cape York, the story continues.

Our people. Our future. Muruku (together). 

The logo

The AIATSIS logo is derived from the boomerang totem of the Guunaani (Kunjen) people from the Mitchell River region, Gulf of Carpentaria, North Queensland. The design is painted on a softwood shield purchased in the 1930s by the late Miss Ursula McConnel while she was carrying out research at Yarrabah, near Cairns. The shield was one of four fighting shields collected at the same time made by Malcolm, Claude and George Wilson who were residents in Yarrabah at the time.

“Design is a tool, making a process, and art the narrative that connects us back to story and experience. Through my work I create and interpret in ways that can often transcend words and language, flowing from deep within my bones. Winangaylana ngay mara, my hands remember (their making continues)”

 

– Artist, Lucy Simpson

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

33 Creative was delighted to join Jawun in helping celebrate their 20-year journey, acknowledging the achievements to date and setting the path for the next 20 years to come.

For more than 20 years, Jawun has been a place where corporate, government and philanthropic organisations come together with First Nations people to affect real change.

Starting in Cape York, partnerships are now in place in regions across the country, supporting communities on the ground through long term partnerships.

The program is proudly Indigenous-led, working with communities and corporate partners to deliver community benefits. While this is the driving purpose, there is also a practical reconciliation benefit to partners and secondees in their participation that contributes to a better nation.

Our strategic approach to thids project was motivated by the Jawun ethos of Indigenous-led empowerment, starting with the theme, ‘Our people, Our Future. Muruku’. ‘Muruku’ meaning ‘together’ in the traditional language of Kuku Yalanji people in Cape York.

In addition to the development of strategy, 33 Creative also produced a number of print materials which showcased the new look-and-feel for the 20th anniversary.

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.

video

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

33 Creative was delighted to join Jawun in helping celebrate their 20-year journey, acknowledging the achievements to date and setting the path for the next 20 years to come.

For more than 20 years, Jawun has been a place where corporate, government and philanthropic organisations come together with First Nations people to affect real change.

Starting in Cape York, partnerships are now in place in regions across the country, supporting communities on the ground through long term partnerships.

The program is proudly Indigenous-led, working with communities and corporate partners to deliver community benefits. While this is the driving purpose, there is also a practical reconciliation benefit to partners and secondees in their participation that contributes to a better nation.

Our strategic approach to thids project was motivated by the Jawun ethos of Indigenous-led empowerment, starting with the theme, ‘Our people, Our Future. Muruku’. ‘Muruku’ meaning ‘together’ in the traditional language of Kuku Yalanji people in Cape York.

In addition to the development of strategy, 33 Creative also produced a number of print materials which showcased the new look-and-feel for the 20th anniversary.

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.

video

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.

‘Your Health is in Your Hands’ is a national project to raise awareness and boost the rates of MBS 715 Aboriginal and Torres Strait Islander Health checks among the patient and health practitioner communities. The project is aimed at increasing awareness and understanding of the benefit of health checks to lead to behaviour change, and overall, better health outcomes for our community.

video
video

We created a positive, empowering campaign approach that engages patients about the personal health benefits, while ensuring health practitioners are informed about the importance of culturally safe care. This was informed by research and concept testing with key target audiences.

‘Your Health is in Your Hands’ materials are highly visual and engaging, utilising Luke Penrith’s artwork, ‘Let’s Walk and Talk Out Bush’ telling the cultural importance of good health and wellbeing.

Our work on the campaign included the production of patient and health professional brochures, a community poster, a patient journey graphic for health workers, an animation informing people about the health check,  a two part podcast featuring Dr Ngaire Brown and video case study stories and social media assets.

Real stories were featured in video case studies highlighting the success and dedication of Aboriginal health services in delivering the 715 health check, reducing barriers to getting or undertaking a health check, by sharing real experiences.  

For implementation, we developed a stakeholder distribution strategy with targeted engagement and follow up with remote, regional and urban health providers and communities. Focused engagement on social media and through digital editorial is also used to continue momentum throughout the strategy implementation, including generating user contribution and content to engage target groups. 

video

We thank the communities and stakeholders that collaborated with us to refine these materials; Aboriginal and Torres Strait Islander and non-Indigenous health practitioners, including Royal College of General Practitioners and National Aboriginal Community Controlled Health Organisation.

Help spread the word about the importance of a 715 health check.

Share the resources in your community.