Bringing cultures closer together

Murrook

Services

Brand

Concept

Design

Digital

Strategy

Sector

Website

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Background

Worimi Local Aboriginal Land Council (LALC) have been conducting immersive, world-class, on-country cultural experiences and educational programs from their impressive purpose-built cultural centre (Murrook) north of Newcastle, but they lacked a cohesive brand strategy and creative execution to unite their efforts and propel their organisation to the next level.

Objective

Develop a brand strategy and identity for Murrook to help Worimi LALC celebrate and share their culture, achieve their vision of a better future for all Australians, change perspectives on Aboriginality and modern Aboriginal culture, hero connection, and unite all Australians regardless of heritage.

Campaign

Extensive research pointed to shifting societal sentiment towards Aboriginal people, with an energy to create real change in how Aboriginal people are perceived in the community; to right past wrongs;and to empower Aboriginal people to succeed.

This fueled a brand strategy and identity built around the positioning ‘Change Forever’, bringing to life the Worimi culture, traditions and stories in a contemporary and ever-changing identity which works across all aspects of the Murrook experience.

Results

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A new state. A new brand.

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