A platform that’s the first of its kind in Australia, We Are Warriors (WAW) is an Indigenous owned and operated organisation dedicated to celebrating Blak excellence and empowering Indigenous youth. From birth, the odds are stacked against Indigenous Australian kids. And a lack of representation means a lack of role models to look up to. This is a hard reality to grow up with. So where do our young mob go to feel inspired?

We were asked to develop a brand to inspire, equip and empower Indigenous youth to succeed and unlock their inner warrior.

Working closely with Indigenous Australian rapper and WAW founder Nooky, as well as a team of Indigenous Australian experts and consultants, our role was about more than just building a new brand and website, but building an Indigenous startup set to create insane momentum.

Offering creative mentoring programs and workshops, WAW works to surface First Nations role models and connect them with Indigenous youth. It will become a space of shared stories and creative expression, with the physical space housing the WAW output and enterprise. More than a brand, this is a rallying cry, designed to inspire, equip, empower and shift a plaguing narrative to welcome a stronger future.

The 26th of January marks the officially recognised public holiday ‘Australia Day’, set in commemoration of the colonial arrival to “unclaimed” land. With the ambition to subvert the day’s contentious legacy and reclaim it for First Nations Australians, on this day, WAW was launched. And, already it’s pushing momentum.

Within the first week of launch, it was spotlighted in the likes of Complex Magazine, National Indigenous Times, ABC News Breakfast and more. We’ve seen leading brands across Australia, including Adobe, Tik Tok, Google Rare, Heaps Normal, Semi-Permanent, World Pride and Entropico join the movement. And, just recently, WAW was awarded a grant worth over $780,000 from the City of Sydney for the lease of our future space. Together, we’re building a movement, and we’re ready to energise everyone to be a part of it.