Truly Deeply creates The Keeping Place brand

A powerful, purpose led and culturally sensitive brand that protects, connects and inspires.

The Keeping Place has a bold vision to be a sustainable digital cultural centre for all Indigenous Australians.

Roberta Molson, Heritage Specialist at Fortescue Metals Group Ltd says the brand development process, didn’t just result in an inspiring brand for our project – it also helped our team strengthen our own understanding of what we were trying to achieve.

“It helped us come together as project partners with a strong, combined vision.”

Working closely with key stakeholders, we crafted a carefully considered and meaningful brand proposition. This defined what The Keeping Place is, and more importantly, why it matters. It also clarifies the importance of ownership and access to the data.

The strategic proposition is built around a powerful purpose of ‘digitally connecting culture and country to create new opportunities’. This was supported by detail audience profiles, values and a belief system that provides clarity and direction to all internal stakeholders. An evocative brand story, positioning, personality and series of key messages provide a robust and flexible framework to guide and align external brand communication.


The identity design brings to life the importance of connection to country for Indigenous Australians in a modern, sensitive and respectful way with multiple layers of meaning.

The layers depict the different levels of access and cultural protocols at the heart of the platform. It also has a strong connotation of the layers of earth and landscape bringing to life visually the connection to country through culture.

The shapes come together, change, morph and grow organically with flowing lines that bring to life the strength of song lines, different voices coming together to form a whole. Vibrant colours bring a bright and inspiring modern interpretation of the harmony and rhythm of culture for generations to come

Truly Deeply provided the keeping place with stakeholder consultation, strategic brand proposition, messaging, brand story, brand identity, website design, stationery, templates, collateral and campaign design.

The Keeping Place is a powerful, innovative and safe tool for collecting, protecting and appropriately sharing cultural knowledge. Secure and customisable, The Keeping Place is an online platform that enables Traditional Owners to regain data sovereignty, apply cultural protocols, improve governance and unlock social and economic opportunities for current and future generations.

Find out more about The Keeping Place here.

Read the full case study for The Keeping Place here.

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