Pemulwuy
The name Pemulwuy is in reference to an Aboriginal warrior by the same name, who is most famous for resisting English settlement in Sydney harbour in the late 1700s.
In his legacy, Pemulwuy aims to rewrite the narrative of colonialisation and the importance of Indigenous culture within Australia, establishing pride and equality.
Pemulwuy was pitched as a non-profit social enterprise aimed at increasing awareness of indigenous artists and creatives work in popular culture and associated media platforms. The fiscal model revolves around a commission base structure, with all profits being redistributed back into indigenous education programs for young children of indigenous and non-indigenous descent. These programs would be run by and controlled by First Nations people and Elders, Pemulwuy would simply facilitate the work for these individuals.
The ochre-rich colour palette was inspired by indigenous artists, and soft traditional typefaces were chosen for their organic forms, professionalism and timelessness. With hopes of developing a contemporary Australian identity centred around a deep understanding and shared pride for our rich indigenous culture, Pemulwuy is a mover-and-shaker in an industry saturated by western influence and a history of racist tendencies.
