From birth, the odds are stacked against Indigenous Australians. And a lack of representation means a lack of role models to look up to. We Are Warriors is an Indigenous-owned and operated organisation here to change that.
Working closely with Indigenous Australian rapper and WAW founder Nooky, as well as a team of Indigenous Australian experts and consultants, our role was so much more than creating a brand and website. We helped build the organisation from the ground up – one that could inspire, equip and empower Indigenous youth to harness their power and unlock their inner warrior.
By putting a spotlight on Blak excellence, we show younger generations of Indigenous kids the sky’s the limit. Bold and ambitious, we collaborated with allies, organisations and the world’s biggest brands, encouraging them to join the WAW, shift the narrative and become anti-racist warriors.
Business Strategy
Brand Strategy
Launch & Growth Strategy
Naming & Verbal Design
Brand Identity
Content Creation
Product Design
$1.3M
In Earned Media Coverage
$1.2M
Raised In 12 Months
300%
Exceeded Targets
4000+
Largest Attendance at WAW X Powerhouse Event
5 Year
Grant from City of Sydney
2
D&AD Yellow Pencils
“This does change the narrative, because traditionally there’s an apologetic nature to talking about Indigenous history, whereas we've turned it on its head and gone, ‘We want to be as cool, as exciting, as a brand like Nike.’ What if Nike was talking about Indigenous culture? That's what We Are Warriors is.’”
Nooky Rapper, Radio Host and Founder
Brand Positioning Brand Architecture Launch & Growth Strategy
In the past, organisations had focused on improving outcomes for First Nations youth by attempting to change how non-Indigenous Australians saw Indigenous people. But positive impact had been limited. So, we flipped it. Rather than ask non-Indigenous Australians to change the way they saw Indigenous youth, we sought to change the way Indigenous youth saw themselves.
Because the problem is – you can’t be what you can’t see. And Australia’s mainstream media fails to provide positive Indigenous role models. Instead, stereotypes are perpetuated, leaving many Indigenous youths to think their options are limited. To change the way Indigenous youth saw themselves, we needed to make Indigenous success stories more visible. Enabling them to see it, so they can be it.
Naming Verbal Identity System Visual Identity System Photography Art Direction Communication Design Experience Design (Website) Merchandise
For Indigenous Australians, the Aboriginal flag marks a safe space. But a copyright dispute at the time meant the flag could not be used freely, even by Indigenous organisations. To counter this, we freed the sun from the flag to use as a spotlight on stories of Blak excellence. Combined with a colour palette of the flag’s sacred colours, the brand is instantly recognisable to our audience and galvanises them to the cause.
Fierce, bold and unapologetic, the brand is designed to demand attention. In everything from its brutal typeface to its fearless voice, WAW is a rally cry for Indigenous youth and a celebration of their enduring strength.
Semi Permanent 2022 WAW Fest 2022 Adobe Maxx 2022 Blak Powerhouse Cannes in Cairns 2023 Cannes 2023
We Are Warriors launched on Australia Day 2022 – also known as Survival Day – to intentionally subvert the day’s contentious legacy and reclaim it for Indigenous Australians. A year on from launch, we wanted to keep that momentum going.
Our idea was ambitious. A takeover of one of Australia’s most iconic museums, the Powerhouse Ultimo, to transform a historically white colonial space into a House of Blak Power.
Enter the Blak Powerhouse – a free, all-ages event of art, photography, music, dance, panel discussions, and premiere of documentary film, Through the Fire. The event was a powerful celebration of the greatness and resilience of First Nations people, with more than 4,000 people coming together to turn a day of great sorrow into one of power, positivity and pride.
Content Mentoring Merchandise Consulting Workshops Events
The partnership between We Are Warriors and R/GA continues to grow, as we collaborate with Nooky and Indigenous Warriors to share their stories and inspire the next generation.
Locally, we’ve run workshops in schools to engage and empower at a grassroots level. But we’re also looking further afield, consulting with global brands to create inclusive spaces and speaking at leading creative festivals to spread WAW’s message to the world.
But this is only the beginning. As we continue to work with Nooky on everything from content to consulting, mentoring to merchandise, we’ll continue to drive momentum, elevate success stories and showing Indigenous youth there are no limits.