Tale to Tell

Connecting with Indigenous creatives /

Tap into recognised storyteller characters

Australian Institute of Aboriginal and Torres Strait Islander Studies


To promote the Aboriginal Studies Press ‘Creative Callout’ campaign, we needed to reach and connect with Aboriginal and Torres Strait Islander creatives and storytellers. Central to the brief was to create a campaign that would hit the sweet spot between contemporary design and recognisable cultural visual cues.


With a concept centred around ‘Tales to tell’, identifiable cultural symbolism was executed with a modern twist. Synonymous with companionship and Aboriginal Dreaming, camp dogs were used as the central characters while songlines held the visuals together. In this sense, the design tells its own story as a beacon to encourage emerging creatives to share their own.