As Australia’s last standing woollen mill, the brand unique point of difference was being truly Australian made and owned. 

I was brought on as freelance art director by the Head of Marketing for Waverley Mills to define the brand aesthetic and establish guidelines and direction for their photography (which fed into all their channels). The approach was to deeply root the brand into the Australian landscape, from which it is born, championing the pride of being Australian Made (which was quickly vanishing throughout the Australian market).

Curating visually rich colour blocks to create rotational product blocks across social, website and paid media that celebrated its origins and elevating the photography to better suit its premium price point.