The Atlantic Fellows for Social Equity (AFSE) is a fellowship for Indigenous social equity in Australia, Aotearoa and the Pacific region. Based at the University of Melbourne, the AFSE program aims to foster Indigenous-led social change through a powerful network of Fellows, offering a fee-free, intensive foundation year with a postgraduate qualification at the University of Melbourne as well as a lifelong alumni membership in a global community across seven international Atlantic Fellows hubs.

In its second year of operation, AFSE approached 33 Creative to help develop their communication and brand strategy in a way that would appeal to both locally based and international community members and reflect the fellowship’s growth.

The brief was to create a unique and meaningful look-and-feel that fomented the brand while celebrating First Nations people, our cultures, and our capabilities. In doing so, 33 Creative worked closely with Gunnai, Gunditjmara, and Yorta Yorta fashion designer, Lyn-Al Young, who designed the beautiful artwork featured throughout, representing AFSE’s journey. Lyn-Al’s piece was originally created as a scarf, then photographed and used as the brand’s focal piece. The artwork and its incorporation into design assets has been warmly received by AFSE’s staff, broader community, and stakeholders, quickly becoming synonymous with the organisation’s recognisability.

Scarf created by Gunnai, Gunditjmara, and Yorta Yorta fashion designer, Lyn-Al Young

Along with the communication strategy and brand development, we also produced and helped to roll out several pieces of design collateral, including a welcome pack, postcard, annual calendar, prospectus, invitation, cohort book, handbook, and a bespoke e-newsletter design. We also produced the website’s homepage reel along with other required film content.

We also delivered their first public call for applicants to the program, working with First Nations media across Australia and New Zealand to reach community members through a series of editorial case studies that supported the digital advertising executions; this in turn drove people to the website and helped to elevate their overall presence ahead of building on the growing network of Fellows.

AFSE is several years in operation and continues to go from strength to strength. We are proud to have played such an important role in helping to develop and establish the brand and platforms for communicating what is truly an amazing initiative.