Reflecting Target’s ongoing commitment to First Nations community engagement, Target Australia has unveiled a new First Nations design that will be on display throughout its Deadly* Store Network, as the latest step in its ongoing commitment to building strong and meaningful partnerships with Indigenous communities and businesses around Australia.
The design, titled ‘Family Tides of Unity’, is a visual representation of Target’s journey towards creating safe and welcoming spaces for everyone in the community. It was created for Target by several young Indigenous designers from Indigenous Design Labs based in Cairns, with support from First Nations design and creative agency ingeous studios.
A natural extension of Target’s Deadly Stores program and commitment to cascading pillars of the Wesfarmers Elevated Reconciliation Action Plan (RAP), ‘Family Tides of Unity’ acknowledges, supports and celebrates Aboriginal and Torres Strait Islander people and cultures, and will be seen not only across the brand’s Deadly Store Network, but across a number of internal and external communications. Launched at the Target Cairns City store in Far North Queensland, Target Cairns will act as the pilot store for showcasing the artwork among Target’s Deadly Store Network of 36 stores.
Operating nationally, Target’s Deadly Store Network is designed to boost cultural awareness and strengthen community connection by creating a safe space for team members and customers alike, as well as using the store network as a vehicle for driving Indigenous employment and career pathways. The program achieves this by providing specialised training to all team members alongside a strong focus on activating local partnerships in order to strengthen ties with community.
Target has achieved 3.7% Indigenous representation across its employment metrics. Kmart Group which includes both Kmart and Target Australia employs over 2200 First Nations team members representing 4.8% of all team members, making the Group one of Australia’s largest employers of Indigenous Australians – with initiatives like its Deadly Stores program as a key driver.
According to Target Chief People and Capability Officer, Tristram Gray, it’s this unique network of Deadly Stores that has been critical to achieving this – both at Target and at its sister brand, Kmart.
“At Target, we’re committed to being a trusted partner of First Nations peoples, and our Deadly Store Network is an incredibly important part of our strategy in this space. Our stores are designed to be culturally safe spaces, both for our customers and our team members, and this incredible project with local youth in Cairns helps us bring that connection to life,” he said.
“With our national reach, we have a unique opportunity to celebrate Indigenous culture, by sharing positive stories across our stores to inspire and educate customers and team members and having open pathways to creating meaningful employment. These elements are key to creating a lasting positive impact, for individuals, their families and communities.”
With collaboration at the heart of Indigenous partnerships at Target, it was important for the business to ensure the design upheld cultural integrity, with deep respect for the colours, symbols, and meaning behind the designs.
Speaking of the collaboration with Target, Indigenous Design Labs co-founder and ingeous studios Director Leigh Harris says: “It’s rare for regional creatives in Australia to have the chance to design for major companies, which made it especially meaningful for the aspiring young designers from Indigenous Design Labs to create a unique piece that captures Target’s Reconciliation journey.
“This design brings First Nations cultures into their stores across Australia, creating something we can all take pride in and that people who shop at Target can enjoy every day.”
The design itself includes elements of knowledge sharing and healing, alongside the eight Reconciliation pillars: institutional acceptance, relationships, race relations, historical acceptance, equality, equity, respect, unity, and opportunity. In true Target style, the family icon is at the heart of the design, reflecting Target’s commitment to improving the lives of families across Australia.
*’Deadly’ is an Aboriginal English word and means different things to different people, it is the ultimate compliment, often meaning awesome, cool, great, fantastic, wonderful.
