BERRY STREET
A journey toward Reconciliation
A children and family services non-profit had developed a Reconcilation Action Plan (RAP) to communicate their steps toward reconcilitation and culturally safes services for Aboriginal and Torres Strait Islander people.
To support this, Berry Street commissioned a series of artworks from Indigenous artists to represent the four elements - earth, air, fire and water. These artworks would form the four sections of the RAP which was to feel centred around Aboriginal culture while still aligning to the non-profit’s branding.
Approach
Drawing on the idea of storytelling, a prominient part of Aboriginal culture, the idea was to visually represent Berry Street's journey toward reconcilitation. A series of visual elements such as illustrations, graphic devices, typography, texture and colour work together to form the visual identity of this RAP.
Utilising the brand typography and colours inspired by the elements, the reader is taken through the past, present and future of Berry Street's commitment. A continuous line made up of track-like symbols connect each page to the next part in their journey. Commisioned artworks mark each section while illustrations extracted from these artworks create continuity.
The RAP identity was expressed as a printed publication along with organisation merchandise in the form of lanyards, a folder and graphic assets. All designed collateral was reviewed by an aboriginal liason to ensure cultural sensitvity had been considered.
The result was a considered balance of Aboriginal culture and the Berry Street brand. It has been so well received that identity elements have since been adopted across Berry Street's central brand and Aboriginal-related communications.
Services
Visual identity
Publication design
Collateral design
Merchandise design
We acknowledge the Traditional Owners of Country throughout Australia. We live and work on Wurundjeri country and pay our respects to Elders past, present and emerging.