ILF’s New Branding Incorporates First Nations Storytelling, Aboriginal Artists, and Celebrates Country

Today marks a new chapter in the Indigenous Literacy Foundation’s journey. We are proud to launch a brand that reflects our Community-led values, celebrates First Nations storytelling and honours the diverse cultures and Communities we work with.

Twenty one years since our founding, the ILF has evolved into a national Community-driven organisation working with over 500 remote Aboriginal and Torres Strait Islander Communities across Australia. And while our current branding has become widely known and synonymous with the positive impact we create, we felt we needed a brand that better represents the people, stories and cultures at the heart of our work. 

The ILF is honoured to work with storytellers and artists from different Communities around Australia, and it was important for us to reflect this across all aspects of our organisation, particularly the face on display to the country, and now the world - and one which completely embodies our values and beliefs.  

“The ILF has grown significantly over the past decade. We felt it was time to update the brand to represent and incorporate the Communities and individuals who are at the heart of the work we are so proud to do. We needed the new brand to showcase the rich diversity and vibrant cultures of the Communities we engage with, and to create a visual identity that truly speaks to those we serve,”

says CEO Ben Bowen.

Our rebrand has been a collaborative effort amongst the ILF Team, the Cause/Affect creative agency, and 3 artists who have come through various ILF programs: Wanirr, Deborah/Rose and Ruby.

Cause/Affect

The ILF collaborated with Cause/Affect, a multidisciplinary creative studio specialising in First Nations interests and social impact. 

The Director of Cause/Affect and Waanyi and Kalkadoon woman, Keisha Leon, has been working in Graphic Design for over 20 years. She is passionate about creating Community-led brand development. 

“I’ve always been passionate about working with social impact businesses, especially First Nations organisations, platforming storytelling, and making sure culture is celebrated in appropriate ways through design,”

says Keisha.

For Cause/Affect, working with the ILF on this project meant Communities were at the centre of everything they created.

Keisha says that, “I always love hearing the stories from the Communities. I remember hearing all the stories around the ILF’s Community Publishing program, the ability to have your own books in your own languages, and hearing direct stories about that. That is why everyone works hard in the end, because it’s those moments you’re working towards.”

This brand story connects to the new ILF slogan created by Keisha: Be Part of the Story. This new slogan directed the branding by incorporating books, reading and literacy into the visual elements. These elements celebrate both the importance of reading and storytelling, and book visuals have been used throughout the brand from the logo to the brand elements. 

“We did a lot of the research, and the common thread that everyone had was a love of books and belief that we need to keep storytelling alive. And from a cultural perspective it’s also about preserving knowledge and keeping storytelling and language alive,” explains Keisha. 

Be Part of the Story 

Be Part of the Story is inspired by the way storytelling bridges worlds and allows young minds to be immersed in a narrative.

When kids see themselves in the story, it shows them how they are in control of their narrative.

Through a combination of exploration, expression, and emotion, our stories are a bridge to another place, a future not yet written, and a past that grounds us and gives us our sense of self. If empowerment through immersion and fun is the one thing they take away from their literacy journey, then that’s as good an outcome as any.

The new slogan - Be Part of the Story - phrase invites people in any part of ILF’s journey to join our mission. We invite Community to be involved with our programs, create books, get access to resources, or spread the word about ILF. And we invite all those who are not in remote Communities to follow along with our journey, partner with us, fundraise, or advocate for the importance of books in language. 

In whatever way you can, Be Part of the Story and join us in prioritising Community-led literacy. Whether that’s through the distribution of books, publication of First Nations content, or mentoring young authors, illustrators, and storytellers, the ILF invites you to be part of it. 

‍Celebrating Country

As a national organisation, it was important to Keisha that our brand also celebrates the various and diverse Countries in which we work. 

The ILF works in over 500 remote Aboriginal and Torres Strait Islander Communities through the Book Supply, Book Buzz, Community Publishing, Create and Pamela Lofts Bequest programs. 

These programs provide books and early childhood literacy resources, publish books by Community for Community, and also run book writing and illustration workshops. They are a reflection of the demand in remote Australia for literacy resources and programs. They are Community-led, meaning that each Community receives our support in the way that best suits them. 

It was important to acknowledge the legacy of the ILF by keeping our iconic blue, but also maturing the brand with the colours of Country. For Keisha, “colour is always good to be able to reflect diverse Countries.”

‍Wanirr 

‍

Wanirr is a Mangarrayi artist from Mangarrayi Country, Jilkminggan and worked with the ILF on an artwork which was a key part of the rebrand. The traditional artwork will be used on merchandise and other collateral, celebrating the Country and culture of her people. 

“I'm happy to be a part of ILF's rebrand, it's an exciting opportunity.”

“When I was about 13 years old I became interested in painting Aboriginal art. So I sat down for a painting lesson with my uncle and he taught me how to paint a freshwater turtle in the traditional cross-hatching style. After that I kept on practising by painting different animals from Mangarrayi Country. I started out using traditional ochre colours, then eventually my style changed to include more modern colours. Today I mainly paint contemporary Aboriginal art.”

As an artist, Wanirr is inspired by nature. “I love spending time outdoors and walking in the bush. Seeing a beautiful sunset, waterfall or river often moves me to want to do a painting,” she says. 

Wanirr was introduced to the ILF through our Community Publishing program’s work in Jilkminggan Community, which is where she grew up. The ILF has published books in Mangarrayi and Kriol languages. “It's nice to see stories written in language.”

“The experience has been great, the ILF team is really good to work with and the whole project has flowed pretty smoothly.”

Wanirr is an extremely talented artist and the ILF feels immense privilege to have her incredible artwork portrayed in our new branding.

“Education is really important. I hope that more people from remote places can have the opportunity to read literature in English as well as in their own language. Learning to read and write gives you more opportunities in life. I also look forward to creating more artworks in the near future,” says Wanirr

‍Deborah/Rose Archie

Deborah Archie, who goes by "Rose", is from Bulla in the Northern Territory, located 130 km east of the Western Australian and Northern Territory border. Rose is 23 and says she learnt the art techniques when she was just 11 years old. 

Rose was inspired to become an artist by her mum and other Indigenous artists in her Community. 

She first encountered the ILF through some publishing projects happening in Bulla a few years ago, but was also involved in creating Deadly Sisters with ILF Ambassador Anita Heiss. Rose is now a part of the ILF’s Talent Pathways program. 

Rose is proud to be part of ILF’s brand rebrand. 

Rose says that in the future “I want to make my own art and stories and share it with the world.”

Rose’s work will form an important part of the ILF’s story, featuring in the first run of merch and rolling out in more branding later this year. 

Ruby

Rusinya Brooks, who goes by "Ruby", is 21 and from Milikapiti, which sits on the northern side of Melville Island, the bigger of the two Tiwi islands. Ruby is multi-lingual and speaks her people's Tiwi language, and English. 

“When I was little the ILF came to Tiwi and made a book. Over the years, I got involved with a lot of ILF programs through art. When I got older I thought to do these Pathways and Create projects.”

Ruby was first involved with ILF by participating in the creation of the famous book No Way Yirrikipayi!. Ruby came up with the tune of ‘No Way Yirrikipayi, you’re not eating me today!’ 

Ruby has been involved in the Creative Initiative in 2019 where students from Tiwi College travel to Sydney to create a book that celebrates their culture and Community in a week. She has also been involved in the Pamela Lofts Bequest program in 2018, 2023 and 2024, where young people from remote NT and WA participate in digital art and storytelling workshops. 

Now, Ruby is a participant in the first year of the Talent Pathways program which aims to equip youth with the skills they need to work in their desired field. 

“I was kind of self-taught as an artist, but I did learn a few skills from my cousins who also did digital art. But when it comes to traditional Tiwi art I’m not the strongest but I get ideas from Mum and Dad.”

When creating art Ruby’s motto is “it’s not about the destination, but the journey.” 

Ruby’s artwork is fantastic and we are extremely grateful to showcase her work in our branding. 

Bringing It All Together

The ILF has an experienced team behind the scenes that have been part of the organisation’s growth for many years and have played an integral role in applying the new brand across the organisation. 

Justine Taylor, ILF’s talented Graphic Designer, worked closely with the designer Keisha - to bring it to life across our programs, merchandise and collateral. Applying her creativity and knowledge of ILF’s impactful work, Justine has further developed the new brand, ensuring that it is inclusive, accessible and advocates for the Communities ILF works for. 

“As the Indigenous Literacy Foundation has evolved and progressed in its reach and structure, so has the need for visual communication and presence of the brand,” says Justine. 

With Justine’s extensive knowledge of the previous ILF branding and the ways it has developed over the years, she has been able to combine Keisha’s work, the art provided by Wanirr, Ruby and Deborah/Rose and says, 

“Among my 8 years of working with the ILF, I have recognised the necessity for expansion and growth of the brand's visual presence. Additionally, our campaigns and programs have developed and each of these avenues require their own voice within the overarching brand. I consider working with the ILF a dream job for me, it has been a great privilege and opportunity to play my role with the rebrand from the very beginning.”

The ILF is honoured and excited to welcome our new brand to enhance our work throughout Australia.

“It's not just the branding that's changed,” says Keisha.

‍“The same time that the ILF was going through a huge strategy planning, it's a good way to bring people back onto the ride – back into the ILF’s story."

It's a pivotal moment to show our new look, where we’ve come from, and where we are headed. It's a good opportunity to re-engage everyone and give a sense of reinvigoration. It's a good opportunity to pause and be in the past, present and future,” says Keisha.