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Branding,
Illustration,
Social Media Assets
Illustration,
Social Media Assets
Visual Dreaming
2023
Visual Dreaming engaged the Yirra Miya team to bring to life their dream of branding that aligned more with their vision for the future of Visual Dreaming. Through yarning with the team, Visual Dreaming decided to move forward with our Goanna Branding Package. In collaboration, the team were able to bring to life the dream of Visual Dreaming and create branding that was built on the foundations of their origin story.
Visual Dreaming is a First Nations female-led social enterprise in Wagga Wagga on Wiradjuri country. Their purpose is around empowering “First Nations youth to co-design and express their dreams, goals and aspirations.” They work closely with their local Elders, community members and services to have a safe, opportunity-focused and led youth space.
The team were so excited to work collaboratively with Leanne and Shanae with Lauren taking the creative lead on this project. Lauren created this logo intuitively based on our core learnings through our Brand Discovery Workshop. Lauren shared how their logo revealed itself through a dream and she worked with Leticia to collaboratively bring it into fruition.
The story behind the logo reflects the dreaming of Visual Dreaming. This yarning circle represents the layers of knowledge that have lived throughout this land of tens of thousands of years. For decades, our First Nations people have shared stories and foster a deep connection to spirit and country. This logo represents the connection that Visual Dreaming has with country, community and culture to empower our leaders of tomorrow with the tools to create a positive future.
This element tells the story of the importance of connection between ourselves as people, but also as caretakers of our lands and waterways. The layers in the yarning circles represent our connection to country, the dreaming and out connections with the animals that also roam our lands. The people gathering around the yarning circles are a representation of Elders and our young people, coming together to learn and share stories.
This element tells the story of the connection between land, sky and water. The element starts with Elders and the younger generations gathering around a meeting place to learn and connect to country. The inner dots are symbolic to traditions being passed down from generations to generations. The outer wavy lines represent our waterways and connections we have to them. While the inner circle with the lines and tiny circles represents the stars in the sky. They are all layered over one another to represent the connection they all hold to our culture.
Sharing is passed down to generations. The element depicts Elders around a meeting place; sharing stories and cultural knowledge. The meeting place can also be symbolic of our ceremonial gatherings as well as, these events being another way our people shared cultural knowledge to younger generations. The Kangaroo prints are symbolic to this cultural sharing as our animals hold a lot of cultural significance. The repetition of dots represent our cultural knowledge being shared with each generations.
The middle ‘U’ shape represents the youth, while the bands and dots within the shape are symbolic to youth empowerment and determination to succeed in life. The outer long strokes that surround the youth are knowledge sticks and they represent our young peoples voice and knowledge. While the dots in between the knowledge sticks represent mentors/peers that support our youth on their journey.
This element shares coming together on equal ground in respect of one another. The gugaa tracks represent and pay acknowledgement to Wiradjuri Country, the stories and learning that we honour on Country where our young people are growing and learning. This is an important piece in acknowledging the knowledge our Elders and cultural mentors hold. Where our young ones hold their respect for learning from and with. Respect is something that comes from within that we share amongst us at Visual Dreaming. The dots represent everyone coming together in the journey as individuals but also side by side as community. The cross hatching represents land and Country and our respect and connection for Mother Earth. The gugaa is our totem for Wiradjuri Country which is captured with the tracks. The organic shape of the centre is to represent movement and growth.
We developed a range of social media tiles as Canva templates to help the Visual Dreaming embrace their visual identity and new cultural illustrations.
These elements and stories have been utilised across the website design for Visual Dreaming our creatives developed – Click to explore some of their pages featured within
We are proud and excited to share this deadly, empowering and inspiring new brand identity. Visual Dreaming is honouring our “Dreaming” by connecting all things natural and spiritual. As relationships and collaboration are vital for First Nations social, emotional and spiritual wellbeing.
Explore all their amazing offerings at: https://visualdreaming.com.au/about/
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’.
