National Justice Project

Strategy and purpose to help NJP eliminate racism and discrimination.

Expertise Areas
  • Brand Research & Diagnostics
  • Corporate Purpose & Purpose Led Transformation
  • Corporate Brand Strategy
  • Culture Change & Employee Value Proposition (EVP)
  • Communications Strategy & Implementation
Project Partners
  • Et Collective HumanKind project

The National Justice Project aims to eliminate systemic racism and discrimination within the justice system, working with First Nations people, people with disabilities, refugees, and asylum seekers facing discrimination. To achieve this they needed a more powerful brand strategy and identity.

Brand Council worked with The National Justice Project to develop the overarching transformation strategy – conducting research, internal and external stakeholder engagement, diagnostics, and leader and board strategy sessions, ultimately developing a powerful brand strategy, brand on a page, and NJP purpose “to fearlessly fight to end discrimination”.

This resolute and audacious purpose then served as the brief for Et Collective (who generously provided pro bono design through their HumanKind project), blending authentic editorial photography that addresses pressing national concerns, impactful messaging that garners attention, and a visual identity that is unapologetic and perpetually progressive.

We will continue to support NJP in their fight to end injustice and racism.

“Trudi and Celin from the Brand Council have provided an enormous amount of support. Their skills, expertise and advice have been indispensable, and their kindness, compassion and patience allowed us to deeply digest the similarities and changes in the concepts and this gave us great comfort and excitement as we embark on the new brand. I cannot thank them enough for their skill, kindness, and hard work.”

George Newhouse – Director National Justice Project

“We are not your usual law firm, and we are not just a pressure group – so we required a voice and platform that reflects our unique role in Australia’s human rights landscape. Because we take on some of the most powerful institutions in the country, our firm’s strategy and identity must reflect the courage of our clients and the tenacity of our team.”

George Newhouse – Director National Justice Project

Kwik Kopy Case Study

“Our new brand strategy and identity allows us to win over hearts and minds in the fight against systemic discrimination, and it will inspire our supporters to take action. It is a tool for showcasing the transformative work that goes on in our offices, in the courtrooms and in our classrooms.”

Naomi Lai – General Manager National Justice Project

“Brand Council has been instrumental in developing the DuluxGroup core purpose. They methodically and strategically worked across all levels of the organisation to capture – who we are; what we stand for; and why we do what we do – into a unifying core purpose ‘Imagine a Better Place’. The true test of their work is that, almost a decade later, our Core Purpose has endured, strengthened and is ingrained into the psyche at all levels of the organisation.”

Pat Houlihan | CEO & Chairman DuluxGroup, Chairman MCRI

"Brand Council have helped us clarify our brand architecture, reinvent Hard Yakka and KingGee, and provided strategic guidance on two additional brands. This has resulted in significant tangible results for our business. We enjoy working with Trudi and Peta and value their opinion and expertise."

Doug Swan | Group General Manager Workwear Group

"The key to Brand Council’s success is their process. They took the time to understand the market in which we operate, where we wanted to position the fund, and what we needed to do to reach that position. In this way, Brand Council encouraged us to discover our brand by finding and telling our own story. The most important element in Brand Council’s process is proof. They have not made any recommendations without evidence. Brand Council are genuine partners on the ‘brand journey’."

Michael Dwyer AM | Former CEO First State Super, Chairman UNHCR, Board Director

"Together they are a great team who are hands on, taking full responsibility for the work – it is rare to find an agency as experienced and professional who will actually get in and do the work at grass roots level themselves."

Alison Brink | Goodman Group GM Marketing & Communications

"The work Brand Council have done to engage staff across the agency, distil and define a clear and motivating brand purpose, and then help to communicate and inculcate that purpose internally has been invaluable."

Commissioner Paul Baxter | Fire and Rescue NSW

"Over many years, Brand Council have led three brand strategy projects for Redkite. What has been consistent throughout is a highly effective approach to brand strategy and a level of care and passion that you don’t often see. Trudi has become part of the fabric of our organisation and a trusted adviser. She puts her heart into making the Redkite brand what it needs to be so that no family faces their child’s cancer alone."

Monique Keighery | Chief Executive Officer, Redkite

"Our staff’s enthusiasm, energy and ideas have been amazing. We have a single set of Beliefs, Values and one common Purpose – and it’s all come directly from our staff."

Andrew Richardson | Aruma CEO

"Brand Council has continued to work with us in an ongoing capacity to define the purpose strategy for our individual businesses, including Selleys, B&D, Lincoln Sentry and Yates. They are a trusted advisor and provide sound counsel."

Pat Houlihan | Chairman and CEO DuluxGroup, Chairman MCRI

"I have been the leading executive on a number of engagements with Brand Council including IAG, BOQ & AIM. I subscribe to Brand Council’s philosophy that alignment between the brand message and brand experience is essential for business success. It is through their refined process that I have seen the cultural and behavioural change required to not only ensure this alignment is possible, but more importantly that it is implemented. I am pleased to endorse the people and process at Brand Council and commend them to any business looking to re-engage staff and customers."

Daniel Musson | CEO and C-suite client at BOQ, IAG & AIM