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a more active voice.",[],{"_key":364,"_type":14,"children":365,"markDefs":370,"style":22},"e173ac379bfc",[366],{"_key":367,"_type":18,"marks":368,"text":369},"39882a8fcadd",[],"Our discovery process revealed that Reconciliation SA was underselling its capabilities and communicating in a passive rather than active voice. There was an opportunity to better articulate the organisation's role, connect with its diverse audiences and make participation in reconciliation more tangible.",[],{"_key":372,"_type":14,"children":373,"markDefs":378,"style":22},"b36f83c916ee",[374],{"_key":375,"_type":18,"marks":376,"text":377},"95a6955db712",[],"Through research and strategy, we identified key audience groups, including educators and students, individual influencers, sponsors and potential members. This helped establish a clearer direction for communications and a more focused approach to marketing.",[],"Strategy",{"_key":381,"_type":353,"body":382,"heading":406},"acdb4e367df5",[383,390,398],{"_key":384,"_type":14,"children":385,"markDefs":389,"style":22},"5df99146cb87",[386],{"_key":387,"_type":18,"marks":388,"text":316},"25f936e0697b",[],[],{"_key":391,"_type":14,"children":392,"markDefs":397,"style":22},"27291482f2a1",[393],{"_key":394,"_type":18,"marks":395,"text":396},"4a16e3fcad9f",[],"At the heart of the refreshed brand was a new tagline and series of messaging statements centred on two fundamental goals: relationships and respect.",[],{"_key":399,"_type":14,"children":400,"markDefs":405,"style":22},"da3996e96583",[401],{"_key":402,"_type":18,"marks":403,"text":404},"5bc99fbfe5b6",[],"Using a co-design process, Fuller worked closely with the Reconciliation SA Board and team to develop the messaging. This collaborative approach gave stakeholders an opportunity to contribute to the process, building a shared sense of ownership and pride in the organisation's new direction.",[],"Brand 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visual identity grounded in the meaning of reconciliation.",[],{"_key":444,"_type":14,"children":445,"markDefs":450,"style":22},"df6e752587c5",[446],{"_key":447,"_type":18,"marks":448,"text":449},"54ae3f6b2220",[],"Working alongside Yorta Yorta artist Karen Briggs of KLB Creative, Fuller helped bring the refreshed brand to life through a new visual system and style guide.",[],{"_key":452,"_type":14,"children":453,"markDefs":458,"style":22},"eccb66e0901b",[454],{"_key":455,"_type":18,"marks":456,"text":457},"19620cb7ae34",[],"Karen developed the new Reconciliation SA logo, capturing the five dimensions of reconciliation: Unity, Race Relations, Equality and Equity, Historical Acceptance and Institutional Integrity.",[],{"_key":460,"_type":14,"children":461,"markDefs":466,"style":22},"1a929c6f84c0",[462],{"_key":463,"_type":18,"marks":464,"text":465},"2314723f5455",[],"Fuller's Senior Art Director Nerissa Douglas worked respectfully with Karen to develop the supporting visual language, creating a cohesive identity that could be confidently applied across the organisation's communications.",[],{"_key":468,"_type":14,"children":469,"markDefs":474,"style":22},"0f8500d6422f",[470],{"_key":471,"_type":18,"marks":472,"text":473},"16fc47a2fde7",[],"The resulting brand guidelines gave the Reconciliation SA team the tools and direction to implement the refreshed identity consistently.",[],"Visual Identity",{"_key":477,"_type":353,"body":478,"heading":519},"ec24c13f77e5",[479,487,495,503,511],{"_key":480,"_type":14,"children":481,"markDefs":486,"style":22},"f94895331fc8",[482],{"_key":483,"_type":18,"marks":484,"text":485},"30fa0ac98faa",[],"Making it easier to understand, engage and get involved.",[],{"_key":488,"_type":14,"children":489,"markDefs":494,"style":22},"14cf28216570",[490],{"_key":491,"_type":18,"marks":492,"text":493},"6e025ccc7ce3",[],"The refreshed messaging and visual identity were carried through to a redesigned website experience, informed by Fuller's user 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