Throughout 2012 and 2013 extensive community consultation between the City of Fremantle and the local Aboriginal community enabled the development of the Walyalup Aboriginal Cultural Centre. The Aboriginal community feedback supported a cultural centre that showcased Aboriginal art, culture and history. A consensus was expressed that a cultural centre should not just be a place of static displays, but also provide visitors with interaction and experience with Aboriginal people and culture. Feedback suggested a space where Aboriginal people could provide dance, song, music, storytelling and tours.
Our brief from the City of Fremantle was to devise a branding for the Walyalup Aboriginal Cultural Centre that respectfully depicted the Aboriginal heritage of the organisation and projected a strong positive identity for the centre for the future.
The branding needed to be able to sit symbiotically alongside the City of Fremantle identity and work as one. It also needed to reflect the values of the Walyalup Aboriginal Cultural Centre.
We chose to represent the values of Walyalup by looking at 'place' and what Fremantle traditionally represented to Aboriginal people. After consulting with the team at Walyalup we learnt that it is a meeting place where the river and the sea come together. A meeting place is traditionally depicted with a series of circles inside one another and water by a parallel wavy lines.
After a exploring a few concepts the final logo, type, colours and placement came together and were presented to local Aboriginal elders who gave the branding their approval. The branding has now been applied across a wide range of activities undertaken by the centre.
... the values of Walyalup by looking at 'place' and what Fremantle traditionally represented to Aboriginal people.