Australian Bureau Statistics (ABS) Aboriginal and Torres Strait Islander Brand Identity

The approach

33 Creative were engaged by the Australian Bureau Statistics (ABS) to develop an Aboriginal and Torres Strait Islander brand identity that aims to enrich the overall experience of First Nations people engaging with the ABS’s data and services.

33 Creative engaged two First Nations artists, developing the brief for creating a contemporary artwork that foregrounds Aboriginal and Torres Strait Islander peoples, cultures and experiences within Australia’s contemporary national story.

Each artist created an artwork that represented their culture and perspective on the ABS’s desire work more closely with Aboriginal and Torres Strait Island communities to tell their story of people and communities.

The impact

33 Creative facilitated the combining of the artworks and worked in partnership with both artists along the way to ensure their story was as they intended.

The resulting, ‘Our Story. Our Future.’ was created by Wiradjuri, Wotjobaluk, Yuin and Gumbaynggirr artist Luke Penrith, and Maluililgal people, Badu Island artist Naseli Tamwoy.

The artwork celebrates Indigenous stories as highly visible for the benefit of future generations. It embraces the cultural importance of storytelling and information sharing, entwined with a focus on working together for a strong future for children, family and community.

The use of colours and inclusion of country, land and sea, rivers and desert, reflects the diversity of Aboriginal and Torres Strait Islander peoples and cultures across the continent. Individual motifs are featured in icons to enhance visual representation of key concepts within the ABS work.

Using the finished artwork piece, 33 Creative further developed brand concepts as well as brand guidelines which showcased the brand’s application across a range of reference materials. The resulting brand has been implemented across the ABS work to engage First Nations communities, including in the 2021 National Census campaign.

Learn more about the final brand and artwork story here.