The Engagement and Hate Crimes Unit within the NSW Police Force approached Knuckles to create a comprehensive media and design package to help define hate crimes and hate crime incidents, and to support clearer reporting and education for both the police force and the broader community.

Explaining hate crimes in a way that is accurate, accessible, and culturally appropriate presents a unique challenge. The resources needed to work across internal training and public-facing contexts, remain relevant as community needs shift, and communicate clearly in situations where language or audio may be a barrier.

The Approach

Knuckles worked closely with the Unit and their community networks to develop a cohesive system of animated, print, and digital resources. Through focus groups and feedback sessions, the project was shaped to ensure the materials were clear, inclusive, culturally responsive, and practical to use.

At the centre of the project is a series of three scenario-based animated videos. Each animation was designed to work independently within specific training contexts, as well as together as a single long-form resource. Every video includes a dedicated motion graphics section that clearly breaks down the reporting process step by step, followed by a narrative scenario that demonstrates the process in action.

To improve accessibility, particularly in situations where audio may not be understood, we developed a custom set of emoji-style icons to visually reinforce key messages throughout the animations.

We also produced a short introductory video featuring the NSW Police Commissioner to set context and highlight the importance of recognising and reporting hate crimes.

In parallel with the animation, we created a multilingual print package including posters, pamphlets, and wallet cards. These materials expand on the same core information and were translated into five languages: Hindi, Arabic, Vietnamese, and Chinese in both Traditional and Simplified forms.

All resources, including translations, are publicly available online and supported by a broader visual identity system that extends into internal materials such as office signage, intranet banners, PowerPoint templates, and social media assets.

Visual Style

A bespoke visual identity and style guide was developed and applied consistently across animation, print, and digital materials. The system translates complex and sensitive information into clear, accessible visuals while maintaining a calm and authoritative tone.

The design language is grounded in the Unit’s internal colour branding and supported by strong typographic hierarchy and structured layouts. High contrast, generous spacing, and simple graphic shapes help key information stand out, particularly in reporting instructions and step-by-step guidance.

This visual system carries across scenario-based animation, motion graphics, and printed materials, creating a unified look across all formats. Custom icons and simplified graphic elements act as visual anchors, reinforcing key messages and supporting accessibility where audio, language, or literacy may be a barrier.

The Result

The final package supports internal training, community outreach, and online education. It provides a clear and accessible foundation for understanding how to recognise and report hate crimes, while remaining flexible enough to respond to changing community contexts over time.

The full suite of resources, including all translated materials, is available on the Hate Crimes Unit website.

*Terminology may vary (e.g., LGBTQ+, LGBTQA+, or similar acronyms) due to legal or campaign requirements. This does not imply exclusion of any identities.