We were honoured to be asked by Red Cross Australia to develop the brand that would be displayed across 350 sites nation wide as an acknowledgement to Country and Indigenous Australians past and present.
With such brand of national significants, it was important for us as Indigenous designers to create a brand that was symbolic of the diversity of our Indigenous cultures both Aboriginal and Torres Strait Islander. Initial brand developments led us to a brand that would be symbolic of an ancient process and be shared across the diversity of our culture.
An immediate thought was the significants of ancient smoking and warming ceremonies that are held before people enter new Country. Throughout this process we kept in mind the diversity of these ceremonies within our cultures due to geographical location.
We then took to pen and paper and started to develop a brand that would be contemporary in style and not be symbolic of any significant area or culture through visual aesthetics and be culturally appropriate.
We needed a brand that was unique and clean that was made with meaning, a brand Indigenous brand that stood out in a crowded space.
A number of brand iterations were developed and deployed to a small Indigenous focus group along with brand descriptions, both the focus groups and client came back to us with an overarching selection.
The final brand selection through the use clean contemporary imagery is symbolic of an ancient practice held throughout the Country and is symbolic of our inherent rights and ties that we have to country and the respect that we all must show when entering someones Country.
Red Cross Australia loved the final brand signage. We hope that all people that enter Red Cross building across that nation feel the spirit of the brand and share in the significants of the meaning of Country and the acknowledgement of us as Australia's first peoples.