Project: Asylum Seeker Resource Centre (2023)
Graphic Design, Collateral Design, Tram Design, Campaign Design
The Asylum Seeker Resource Centre (ASRC) is dedicated to supporting and empowering people seeking asylum. Working with the internal brand and marketing team we were engaged to develop the creative for their newest sustainability campaign for Yarra Trams' Community Partnership Program. The focus of the campaign was on the social aspect of sustainability and more specificially employment, and the struggles that peeople seeking asylum face when it comes to gaining employment in their respective fields or expertise.
The Welcome Refugees into the Workforce campaign utilises a layered concept that has an impact from a distance as well as upclose for commuters. The layers each speak to the various aspects of the ASRC's mission, most importantly encompassing the inclusive and welcoming nature of the organisation. The background of the design is made up of 7 different translations of the word 'welcome' in Arabic, Farsi, Manderin, Pashto, Tamil and Urdu, alongside illustrations of a diverse community, putting people at the front of the campaign. A large welcome spans the length of tram, emphasising the objectives of the campaign and of the organisation in a broader sense. While the Welcome can only be viewed from a distance for passersby, sticker motifs that comprise the key information of the campaign make up the details of the tram, including a tagline lockup with a call to action.
Hortenzia is a full-service design agency delivering creative and strategic outcomes across branding, design, digital, production and communication.
Hortenzia acknowledges the Wurundjeri Woi Wurrung and Bunurong Boon Wurrung peoples of the Eastern Kulin Nation as the traditional and ongoing custodians of the lands on which we work. We pay respect to their Elders past, present and emerging. We acknowledge that sovereignty has never been ceded and recognise First Nations peoples’ rights to self-determination and continuing connections to land, waters and community.
We respect and welcome people of all backgrounds, identities, sexualities, abilities and cultures.