“It’s a rallying cry!” behind the scenes on R/GA’s bold response to British sovereignty

It all started with a deeply uncomfortable, but absolutely necessary conversation. I met Nooky, a proud Aboriginal man from the Yuin nation, an incredible rapper, role model, and true warrior, back in August 2020. This was just a week after the George Floyd tragedy, and we were seeing signs here in Australia reading 'Same story, different soil', which speaks to the tragic rates of Indigenous incarceration and deaths in custody.

I reached out because I felt compelled to listen and understand. Nooky graciously agreed to meet, and during that conversation, he shared some unimaginable stories. One, in particular, was the catalyst for We Are Warriors, based on the incredibly wise words of his mother. From that one powerful conversation, a movement was born. It’s been an honour to stand alongside Nooky and the WAW family for the last five years.

The whole process was driven by a commitment to cultural truth and a desire to turn pain into power. The spark came from Senator Lidia Thorpe’s powerful words to King Charles during his first royal visit as King to Australia. She said, “This is not your land. You are not my King.” That moment of defiance resonated globally and became the core creative idea of Take the Crown.

That theme informed absolutely everything for the Blak Powerhouse event. We started with the foundational messaging, built a visual identity using a proudly Aboriginal colour palette, and then meticulously designed the whole spatial experience.

The biggest challenge became an opportunity: we used the venue, Sydney University, as an act of protest. By choosing Australia’s oldest university, we amplified the sense of Indigenous takeover against a backdrop of white washed gilded portraits and colonial history. Every single touchpoint, from the stage to the striking throne room activation, was designed to embody a collective sense of empowerment and transform the day from one of trauma to one of immense pride.

The entire campaign is a direct, bold response to British sovereignty and Australia’s colonial past. It’s a rallying cry!

We drew inspiration from Senator Lidia Thorpe’s act of defiance. By choosing Take the Crown, we were asserting the Indigenous right to reclaim sovereignty. We even turned the venue challenge into a protest advantage, choosing Sydney University to amplify the message of Indigenous takeover.

The most potent expression of this spirit was the throne room. Guests could sit for their portraits on a powerful throne that we built, not from gold, but from smashed, gilded frames. These frames were inspired by the colonial-era portraits that historically hung in the university’s halls, which often excluded or erased Indigenous stories.

By sitting on this throne of broken frames, Blak Kings and Queens were literally reclaiming their rightful place in the story. It was an act of visual, unapologetic resistance and empowerment.

The environment we were stepping into was a major challenge. Following the loss of The Voice referendum in Australia in 2023, there was a real sense of disenfranchisement within First Nations communities, and the wider public sentiment toward Indigenous issues felt fragile, maybe even fatigued.

Our challenge was two-fold: we needed an idea with enough arresting, rebellious edge to reignite the conversation and combat public fatigue, while also providing a profound moment of agency for Indigenous youth. We had to move beyond waiting for power to be politely handed back. Take the Crown was the answer. We gave them a bold, fresh way to claim their power and completely flip the script on a day that was meant to make them feel powerless. It was about creating something so commanding it would cut through and make a lasting mark.

Take the Crown was designed to be instantly impactful, it’s a simple, commanding, rebellious call-to-action that resonates immediately.

First, the core concept itself is a powerful cultural moment: King Charles’ visit coupled with the idea of taking power.The visual centrepiece was tailor-made for quick, social-media sharing: the throne built from smashed gilded frames. This image is incredibly striking and carries the entire narrative instantly.

We then created a bespoke Instagram filter of the crown encouraging people to sit on the throne, share their portrait, and use the hashtag #TakeTheCrown. This allowed the message to spread rapidly, giving First Nations Peoples a novel, empowering, and highly sharable way to assert their power.

It was forged directly from the WAW (We Are Warriors) name itself, a defiant symbol created to stand against a sovereign that historically oppressed First Nations voices. We use the hashtag #jointheWAW as a call to action and this enabled the crown to take on an even more raw and unique approach to the crown. But the call to action is not about fighting, it’s about using words and wisdom to collectively move forward.

It’s a graphic crown that juxtaposes the idea of monarchy with echoes of ancestors' blood-red spears. It speaks to strength, resistance, and reclaiming cultural authority. Crucially, the entire design was given a powerful, raw aesthetic by being rendered in a graffiti style, which ties directly back into our protest spirit. It’s not a polite, traditional emblem; it’s a bold, street-art inspired badge of honour for a new generation of Blak Kings and Queens.

It was vital to authentically convey the campaign’s spirit of protest and rebellion. Graffiti is inherently counter-cultural; it’s art that’s taken back by the people, often in public space, and it speaks to raw, unpolished energy.

We commissioned Roman Jody (AKA JodyJust) to execute the final bespoke crown logo. The raw style immediately gave the identity a commanding, rebellious edge that spoke directly to our core audience. It made sure the visual identity was as powerful and defiant as the message itself. It’s about being bold, visible, and unapologetic, exactly what WAW’s Take the Crown movement represents.

Growing up in England, I saw the crown as a constant, almost harmless backdrop. Ceremony, tradition and headlines. I never thought much about it.

Moving to Australia and spending five years working alongside the We Are Warriors family completely changed my perception. For many First Nations peoples, the crown carries the weight of invasion, erasure, and intergenerational trauma. What I once saw as spectacle, I’ve learned can also symbolise pain. That’s been the most powerful lessons of my time here, how perception fundamentally changes when you listen deeply, and how meaning transforms when you see through another lens.

Seeing the throne room activation come to life and the sheer, overwhelming pride it generated. To see First Nations peoples, Blak Kings and Queens, sitting powerfully on that throne built from the broken, gilded frames that once excluded them... it was electric. The atmosphere was incredible. Every portrait taken, every post shared with the WAW crown on a proud head, was a moment of tangible, visual power. It was the purest embodiment of the campaign’s intent: turning a symbol of oppression into an active celebration of Blak excellence.

This campaign has been instrumental in amplifying We Are Warriors’ mission of celebrating Blak excellence and empowering Indigenous youth.

Take the Crown gave WAW a fresh, impactful, and globally resonant identity. By turning a day of trauma into a day of immense pride and defiance, we created a powerful platform for their 'see it to be it' motto.

The media attention, the organic social sharing through the Instagram filter, and the global recognition, including the Brand Impact Award, have generated massive brand awareness and created a sense of collective empowerment that extends far beyond the event itself.

Take the Crown is a powerful reminder that our role as designers and creatives is to help seed a powerful notion in the minds of youth. We Are Warriors and Powerhouse are creating an annual event of power, pride, and positivity, and I am always amazed by what Nooky and his team can achieve. This win truly celebrates the power of design to drive profound cultural change. And I’d like to ask all of your readers to #jointhewaw and show your support and allyship in helping to put a spotlight on Blak excellence.

Find out more about We Are Warriors.