To ensure every Aboriginal voice can be heard, accepted and valued
Aboriginal Melbourne was looking to create a cultural footprint within the City of Melbourne by commissioning its own distinct brand identity.
We created a brand identity that is based around the concept of ‘The Gathering Place’ acknowledging Waa the Crow, the spiritual protector of the Birrarung. Five circular forms build on the heritage and cultural significance of the Tanderrum Ceremony and the bringing together of the five language groups of the Kulin Nation. These in turn form pathways that lead to the centre of Waa, symbolising Aboriginal Melbourne as the gathering place. These pathways visually express the pulse of Aboriginal Melbourne as a dynamic and progressive gathering place where everyone in the community has a voice.