Image Credit : Uluru Tjukurpa© Rene Kulitja, Niningka Lewis, Malya Teamay, Francine Kulitja, Freda Teamay, Esmeralda Kulitja, Charmaine Kulitja, Witika Kulitja/ Copyright Agency. Minyma tjuṯa tjitji tjuṯa mai wiru mantjini - Women & children collecting good bush foods© Kunmanara Taylor, Lillian Inkamala, Polyanne Mumu, Theresa Taylor, Dulcie Moneymoon, Edith Richards/Copyright Agency.
Project Overview
Formed over 550 million years ago is the iconic Uluru-Kata Tjuta National Park, home to the UNESCO World Heritage Site listed Uluru, one of Australia's most recognisable landmarks. A once-in-a-career opportunity, this project was an absolute honour to work on and an experience for which we will forever be grateful.
Project Commissioner
Parks Australia, Australian Government
Project Creator
Team
Design Director - Emily Fitts
Designers - Sarah Hendy & Emily Enrica
Brand Strategist - Laura Liston
Client Director - Vanig Krikorian
Account Manager - Kim Handley
Project Brief
Whilst Uluru is hugely popular and attracts many tourists, people would often ‘snap the rock and go’. This brief was all about enticing people to see the deeper layers of culture and country. We wanted to give the Anangu people control over a new brand narrative and allow visitors to learn the importance and significance of these places on a deeper cultural level, leaving with a feeling of connection between themselves and the natural world.
Project Innovation/Need
The project was unique because instead of acting as creators, we acted as facilitators, harnessing the artistic talents of the Anangu people. ‘As a creative it was about putting the least of your own hands on the work as possible.’ Working together on a basis of a respect, we hosted two full-day artistic workshops ‘talking and painting’ from dawn until dusk. It was essential we could translate the magic and knowledge of the Anangu stories, into the visual system so that it honoured their heritage as the traditional land owners.
Design Challenge
We needed to encapsulate the whole remarkable park, not just Uluru. This is why the horizon line represents Uluru and the often overlooked Kata Tjuta. We wanted to teach visitors Uluru-Kata Tjuta National Park is a place to look closer, which is why our photography style was all macro with zoomed-in details. The colours, the symbols and all of the design elements came from the Anangu people and the story they wanted to share.
Another unique element to this project was getting copyright and permissions, and ensuring the artists were compensated for their work. As a result, this process took several years, and deservedly so.
Effectiveness
The project does justice to the traditional custodians of the Uluru-Kata Tjuta National Park and hands the narrative to them, empowering their voice through their own creations.
We invite visitors to see the stories, hear the colours, and awaken their spirits. In a post-covid world where tourism is back we look forward to guests looking, feeling, seeking further, because Uluru-Kata Tjuta National Park is so much more than just a rock.
We acknowledge the artists who have worked on creating the Walkatjara artwork: Dulcie Moneymoon, Lilian Inkamala, Polyanna Mumu, Teresa Taylor, Kunmaṉara Taylor and Edith
Richards.
We acknowledge the artists who have worked on creating the Maraku artwork: The Kulitja family, Rene, and her daughters Francine, Esmerelda, Charmaine and Witika. The Teamay family, Malya, his sister Niningka and his daughter Freda.
Tags
Graphic Design - Identity and Branding - Government
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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