The new and authentic tone of voice and vocabulary needed to be intrinsically Aboriginal and speak directly to our audience without seeming contrived. However, this did not mean that uberbrand needed to avoid using imagery and photography that make Aboriginal culture so identifiable and unique.
A project of this scope required the collaboration of the entire agency. From the brand strategists that ensured the research stayed on track, to the content specialists that honed the messaging and the designers that brought the strategy and insights to life. Through to culturally appropriate artwork, designs and messaging.