The Yuggera Ugarapul People (YUP) are the lawfully recognised Traditional Owner applicants of the Ipswich region. Their lack of digital presence, combined with other vocal Indigenous groups contesting a mission site on Country, had led to the media and public having a limited awareness of the YUP’s status. They needed to increase their profile as the recognised Traditional Owners by sharing their story online. Working with Stockland (who are developing a site on their lands), the YUP commissioned Three Plus to help them initially with media relations and then to develop their visual identity including delivering a website and associated digital channels.

Achievements
  • Built trust with the YUP claimant group and key spokesperson through in-person meetings.
  • Developed a consistent suite of brand profiles (website, YouTube, Facebook, and EDM template) to ensure the YUP’s digital presence would support their activities.
  • Curated high-quality website content featuring primary source content, interviews and photoshoots and historical records (researched Deebing Creek Mission history).
  • Ensured the YUP’s main spokesperson was well-informed and took ownership throughout the development process to understand the ongoing administration requirements.
  • Kept the YUP’s project partner, Stockland, up to date with progress and issues and liaised with their engagement specialists.
  • The new digital presence is enabling the YUP to build broader social licence across their claim area.

Regular meetings with YUP representatives built trust in the process

Process
  • Liaised with Stockland and the YUP’s key spokesperson to understand the controversy on YUP Country; an informal camp had emerged on the old Deebing Creek Mission site eliciting negative media attention.
  • Advised on media relations including media training for the YUP’s key spokesperson.
  • Met with YUP group leaders on Country – including Elders and Emerging – to discuss their future digital presence.
  • Attended a yarning circle to discuss project development issues with emerging leaders.
  • Developed a consistent visual identity and brand assets using foundational YUP artwork.
  • Conducted YUP history research including interviews with Elders and young people and coordinated a photoshoot of members of the YUP and Archeological Field School in action.
  • Collaborated closely with the YUP’s key spokesperson to develop all content.

Homepage of the YUP website, designed and developed by Three Plus