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

“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

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