When the Department of Communities and Justice approached Leticia to lead their caseworker recruitment campaign, encompassing both Aboriginal and general initiatives, they sought a vision that was daring, inspirational, and distinctive for both campaigns. This undertaking mirrors the Department of Communities and Justice’s commitment to fostering stronger communities, collaborating with Aboriginal communities, and perpetually advancing their practices for meaningful change. The idea of “mob working with mob” has always been close to the heart of our Creative Director, Leticia, driven by her firsthand experiences with First Nations caseworkers and their pivotal impact on making a real difference.
Embracing a warm, inspiring design infused with vibrant Aboriginal motifs, the narrative behind our creative direction centers on community and unity. Leticia was granted complete creative liberty to craft a color palette and motif that could effectively transcend various mediums, including flyers, social media tiles, and banners. A super cool and empower insight is Leticia even recognised some familiar faces shown within the campaign photographs!
Leticia takes immense pride in the community’s response and feedback generated by this project, particularly from people working with Department of Communities and Justice in Dubbo and Sydney who have witnessed her journey firsthand—seeing it come full circle. It’s a remarkable achievement to have orchestrated a visual campaign that encapsulates First Nations employment opportunities and growth, embodying the essence of community, unity, and progress.
We would like to acknowledge the Nations of which we come from, live upon and create within. We’d like to acknowledge and pay our respects to our Elders past, present and future emerging. We’d also like to extend our gratitude for the gifts from Mother Earth, our Ancestors, our Creators and our communities. We thank them for the knowledge and guidance we embrace as proud First Nations people embarking on our creative journeys and having the space to share through cultural storytelling and design. We therefore, would like to say GAWAYMBANHA ‘Welcome’ as you join us in YIRRA MIYA ‘growing together’.