Case Study

Noongar Chamber of Commerce & Industry

Helping Noongar business with a new frontier

Purple NCCI case study

Strategy to launch

The Noongar Chamber of Commerce and Industry (NCCI) is Australia’s first culturally based chamber of commerce – established to build the capacity and wealth of Noongar people in Western Australia’s South West.

We have worked with NCCI’s founding directors to set the strategic communications strategy of the organisation and build profile with prospective members, government and potential corporate partners.

Purple NCCI case study

The challenge

The NCCI concept and framework was developed with a small band of passionate and like-minded Aboriginal business leaders over several years. With a constitution and business plan in place, Purple started working with NCCI’s leadership group late in 2017 to determine the best way to launch, secure community support and pique the interest of corporate supporters.

The NCCI leadership team has a vision and purpose to promote the capacity and capabilities of Aboriginal businesses and bridge the divide between industry and the many potential Noongar businesses, who could be accessing contracts in the South West.


Purple NCCI case study

Our approach

We worked with the NCCI Directors to understand their communications objectives, develop key messages and build a program of activities to establish NCCI’s profile.

Our digital and design team developed NCCI’s existing logo and branding to build an effective website and brochures.

We provided media support and advised the NCCI leadership on activities to build profile and use a range of platforms, including social media, in the lead-up to the launch event attended by the WA Treasurer and Aboriginal Affairs Minister Ben Wyatt.

We continue to provide support and advice to maximise opportunities for corporate support and build further profile.

Purple NCCI case study

Our results

Purple are strong supporters of the vision and purpose of NCCI and believe the organisation will provide local Aboriginal businesses with the support and connections needed to build financial success.

Since our involvement with NCCI, the organisation has achieved publication of an opinion piece and a news article in the State’s major newspaper, coverage in national indigenous news services and attracted hundreds of inquiries from potential member businesses and corporate partners.

Perhaps the greatest indication of the effectiveness of our role with NCCI is evident in the testimonials we have received from NCCI’s leaders.

Keys to success

Membership boost

More than 250 Aboriginal owned businesses have signed on

Corporate support

Partnerships are now established across all industries

Business referrals

Weekly updates are linking members with real contracts and tender opportunities


“Purple has assisted and supported the NCCI on many levels, including providing an in-depth Communications Plan that has set a sound platform for the NCCI to launch its organisation across all mediums of communications with outstanding results.

Purple’s attention to detail in guiding the NCCI’s website has been outstanding, from the concept stage through to ‘going live’ in three weeks.

The professionalism, skills and respect for our culture, people and associated sensitivities were exceptional.

Purple has provided high-level lobbying advice to the NCCI that has enabled us to develop the necessary strategy to obtain political and corporate support.”

Gordon Cole, Chair Noongar Chamber of Commerce and Industry


“I have been extremely impressed with the quality and commitment of Purple and the specialised services offered to us as a Noongar entity. Purple has demonstrated a high level of cultural competence in working with us as Noongar business people.

The technical skills of their personnel and genuine commitment of corporate leaders have ensured the very best advice and professional support.

Purple demonstrated great understanding of the NCCI’s work, specifically with perspective and worldview of us as a cultural chamber of commerce and industry, where our Noongar cultural/spiritual values and contexts are at the forefront.”

Oral McGuire, Director Noongar Chamber of Commerce and Industry

Purple NCCI case study

Brand development

We continue to provide support and advice to maximise opportunities for corporate support and build further profile.