TOORALLIE
Spring/Summer 2025
Graphic Design & Activation
Graphic Design & Activation
Toorallie is a Melbourne-based fashion brand shaping Australian Merino Wool into contemporary womenswear and menswear. The Spring/Summer ‘25 collection positions the marketing strategy, tone of voice, and visual communication with the ambition to distinguish the winter-wear brand in its ‘off season’. All brand touch points are required to communicate a clear seasonal shift and assert Toorallie as an authority on natural fibres and transeasonal layers.
Spring Summer ‘25
Photography
Graphic Design
Video
Marketing Strategy
Copywriting
Press & Gifting
Website
Electronic Direct Mail
Social Accounts
Flagship Store Windows & Signage
Wholesale Assets
I developed the marketing plan for the Spring/Summer 2025 season in coordination with the Directors, and worked closely with the Art Director to photograph the S25 Campaign. It is supported by projects which message the brand’s values and seek to establish a community.
The season is first activated across wholesale, launching the collection with a curated yet comprehensive Lookbook. The documents’ core ambition is to distinguish Toorallie in its ‘off season’, with the goal to attract new agents and retailers without polarising existing wholesalers. Here, images are paired together for their contrasting or complimentary scale, colour, gaze, and movement. I design with intention and restraint: the layout is clean, bright, and practical to signal a change of season and launch the brand’s inaugural SS25 wholesale launch with clarity and purpose.
The Spring/Summer ‘25 season is then activated across all retail touch points, including in-store point of sale and across the brand’s website, social, and electronic direct mail (EDM) channels. The graphic treatment and activation must assert the brand as an authority on natural fibres and transeasonal layers with concise and educational copy.
COPYRIGHT TOORALLIE.