Erica McCreedy, the founder of Cultures of Leadership came to me wanting branding for a business she wanted to launch. COL facilitates communication between the Australian government and Australia’s First-Nations Peoples. So it was very important when we went into our brand strategy session together that these cultural elements came through in the final brand identity.

Erica’s initial mood board and ideas for the brand identity didn’t work once we had gone through the strategy stage. So I presented her something very close to the final branding you see below. Originally Erica wanted blues and greens but through exploration we found that orange and navy worked better for the brand because they felt more connected to the earth and it’s indigenous people. The oranges represent the red Australian dirt and the navy represents the ocean. The logo mark too is related to Erica’s own indigenous heritage. She is a Maori woman from New Zealand, and in the Maori Culture the feather and the koru (spiral) are symbols of strength.