Who We Are
A collective born from culture and collaboration.
The Yinarr Collective was created from a shared vision to shape spaces where story and strategy coexist, where the strength of our culture informs the way we research, communicate and connect.
Yinarr is a word from the Gamilaraay language, meaning woman. It speaks to strength, leadership and the role of women as knowledge holders, nurturers and change-makers.
For us, The Yinarr Collective is more than a name; it’s a reflection of who we are and how we work. It represents the collective strength of women leading with culture, creativity and strategy. Every project we take on carries that same energy — grounded in Country, connected to community and led with purpose.
Founded by two proud Aboriginal women, our work is grounded in the values of truth, sovereignty and collaboration. We exist to ensure that stories are told with integrity, strategy is informed by lived experience, and impact is measured not only in outcomes but in the relationships built along the way..
A group that respects and values the diversity of Blak identity
The Yinarr Collective recognises that there are many ways our people describe who we are. Across our communities, you’ll see variations such as Gamilaroi, Gamilaraay, Kamilaroi, Gomeroi and others, all referring to the same language and cultural group.
These differences exist because early European recorders wrote what they heard, often spelling words in inconsistent ways. In many First Nations languages, the sounds for “g” and “k”, or “l” and “r”, were used interchangeably, so the written forms changed depending on who was listening and writing.
Over time, families and communities have continued to use the spelling that feels right for them, reflecting connection, sovereignty, Country, and identity.
At The Yinarr Collective, we honour and respect that diversity. The way each person, community and we as blak women identify ourselves is valid, powerful and deeply personal. There is no single “correct” version — only the shared strength that comes from our collective identities.
Our Approach
Our approach is guided by the Gamilaraay concept of Winangali — to hear, listen, know and remember. Winangali teaches us that deep listening is more than hearing words; it’s about understanding stories, experiences and perspectives with respect and care.
We bring together cultural knowledge and strategic thinking to create work that is relational, reflective and rigorous. Every communication, policy or research project we deliver is designed to be both culturally safe and strategically sound.
This principle shapes everything we do, from research and strategy to communications and design. We take the time to listen to communities, partners and Country, ensuring that each project is grounded in truth, guided by culture and built on genuine connection.
We collaborate with communities, organisations and governments to design initiatives that foster sustainable change, elevate truth-telling and strengthen collective leadership.
We believe that meaningful work begins with listening.
What We Value
Our work is guided by a set of values that reflect who we are and how we operate:
Blak excellence and sovereignty – We uphold the sovereignty of First Nations peoples and celebrate Blak excellence in all its forms — creativity, leadership, and self-determination that inspire our work and communities.
Cultural strength – Our work begins and ends with culture.
Intersectionality - – We understand that identity is complex and multifaceted. Our communities embody diversity across gender, sexuality, class, disability, culture, and experience. We respect and uplift this diversity as essential to collective strength, healing, and justice.
Truth-telling – We create spaces for honest conversations and accountability.
Collaboration – We work with, not for, the communities we serve.
Integrity – Every word and action reflects respect and responsibility.
Impact – We design solutions that create real, lasting change.
We value working with Indigenous and non-Indigenous partners who are looking to do more than just ‘tick a box’. We are deeply invested in the work that we do and aim to create a legacy of positive change and impact across everything we do.
The foundations of everything we believe in and what drives us collectively.
Looking Forward
Building futures through truth and design.
Our collective vision is to amplify First Nations voices and perspectives across research, communications, and design.
We see every project as an opportunity to shape systems, influence decision-making, and strengthen communities — creating futures that reflect the wisdom of the world’s oldest living cultures.
As we continue to grow as a company, it is our aspiration to work with and employ other First Nations people, particularly other Yinarrs.
We Aren’t What You’d Expect
We are not a typical media, communications, or creative agency. We are a collective of Blakfullas, mostly strong women, who bring together diverse professional skills, lived experience, and cultural knowledge.
Our expertise includes policy, research, strategy, storytelling, design, communications, and community engagement. While each of us is highly capable on our own, as The Yinarr Collective we combine our strengths and connect with a national network of First Nations professionals.
This allows us to create skilled project teams across Australia that meet the specific needs of our clients.
For our partners, this means more than creative delivery. It means communications grounded in culture, strategies shaped by lived experience, and outcomes built on accountability, truth-telling, and lasting relationships. Our cultural way of working is central to who we are, not an addition.
Working with us means accessing not only individual expertise but also our broad connections and collective strength. This is the difference of The Yinarr Collective. As we grow, we aim to work with and employ more First Nations people, especially other Yinarrs.