Campfire x – Our ways of learning – Winner Champions of Change
Brief
To design a new logo and visual identity for the NSW TAFE Indigenous educational department which was more reflective of First Nations students and potential students
Idea
The TAFE NSW Aboriginal Visual Identity Project was developed following a 2020 review that revealed the existing identity did not resonate with Aboriginal and Torres Strait Islander communities.
Partnering with Indigenous consultancy Campfire x, TAFE NSW engaged over 300 Aboriginal voices through yarning circles over two years to co-create ‘Our Ways of Learning’-a new visual identity by artist Amy Allerton reflecting cultural integrity, storytelling and diverse lived experiences. Launched during Reconciliation Week 2024, integrated rollout deeply connects with the community, highlighting themes of safe learning places, supportive networks and empowered learning.
Execution
CFX worked with a well known Indigenous artist Amy Allerton to develop the design that incorporated the beliefs and goals of NSW TAFE Indigenous
Outcome
The initiative has driven measurable impact, including a 5% increase in Aboriginal student commencements, a rise to 11% representation of Aboriginal students by 2025 and a 16.8% growth in Aboriginal staff. Positive feedback emphasises cultural safety and belonging.
Positioned to support TAFE NSW’s Closing the Gap and Reconciliation Action Plan, the project strengthens community trust and sets a benchmark for respectful inclusive Indigenous marketing