SisterWorks Hire Her Campaign Tram Wrap Design
Campaign DesignWayfinding & Signage
Celebrating Workplace Diversity and Inclusivity
Principle Design has brought to the streets of Melbourne #HireHer, a tram dedicated to inspiring diversity and inclusivity in the workforce for its client SisterWorks in partnership with Yarra Trams. SisterWorks chose our studio to guide the strategic design direction of a 23+ meter tram wrap design. From the beginning, we viewed this creative opportunity as significantly instrumental and impactful – a tool to spread a message much greater than colours, patterns and paint strokes. We ensured the artwork (licensed by SisterWorks from one of their artisanal entrepreneurs Camilla Paz) was preserved, celebrating the bright, migrant women featured throughout the design. SisterWorks also requested that four, additional products created by other migrant, refugee, and asylum-seeking women be integrated into the commissioned artwork – an ode to the skills and talents possessed by the women they support, also known as their Sisters.
The tram wrap significantly highlights SisterWorks #Hire Her campaign, which aims to encourage employers to consider pathways for culturally and linguistically diverse (CALD) backgrounds to fully participate in the Australian workforce. It echoes SisterWorks overarching mission to enable migrant, refugee and asylum-seeking women to have the opportunity to be confident, independent and learn new social and vocational skills to improve their economic outlook. More broadly, SisterWorks provides training and coaching, on-the-job experience, and professional support to ensure the sisters are in strong positions to become gainfully employed.
Principle Design alongside representatives from SisterWorks and Yarra Trams met at Kew Depot to celebrate the tram unveiling as it entered into the public transportation network. This occasion also marks the soft launch of SisterWorks’ 10th anniversary to celebrate how the organisation has helped more than 2,000 women hailing from 105 countries to find work opportunities in Australia. We can’t wait to see all that is accomplished for SisterWorks through this incredible campaign and to continue to assist SisterWorks throughout their milestone year. Learn how you can support the #HireHer campaign or become an employment pathway partner in 2023: visit here
