TOORALLIE
Autumn/Winter 2025
Graphic Design & Activation
Graphic Design & Activation
Toorallie is a Melbourne-based fashion brand shaping Australian Merino Wool into contemporary womenswear and menswear. The marketing strategy, tone of voice, and visual communication each assert the brand as an authority on knitwear; united by the aim to establish a new generation of customers, while strengthening existing customers’ loyalty.
Autumn Winter ‘25
Photography
Graphic Design
Marketing Strategy
Low-fi Video
Copywriting
Press & Gifting
Website
Electronic Direct Mail
Social Accounts
Flagship Store Windows & Signage
Wholesale Assets
I strategised the marketing plan for Autumn/Winter 2025 in coordination with the Directors, and worked closely with the Art Director to photograph seasonal campaigns.
The Autumn Campaign launches the season in February, and the Winter Campaign is introduced in May to offer a fresh perspective of the capsule collection. The season is supported by projects which message the brand’s values and seek to establish a community: offering a storied narrative to contrast the dominant sales-led approach.
The season is first activated across wholesale, launching the collection with a curated yet comprehensive Range Book and Lookbook. The Lookbook’s core ambition is to assert the brand as an Australian merino wool expert and authority on knitwear, with the goal to attract new agents and retailers. Here, images are paired together for their contrasting or complimentary scale, colour, gaze, and movement.
The Autumn/Winter ‘25 season is then activated across all retail touch points, including point of sale and digital platforms such as the brand’s website, social, and electronic direct mail (EDM) channels. Throughout the season I redesigned the e-commerce website header, footer, and product pages to visualise an external user experience audit for enhanced navigation and increased conversion. I oversaw organic press coverage and creator partnerships, with Broadsheet, and the Australia Wool Innovation. The Autumn/Winter 2025 season delivered strong results with exceptional visuals: successfully retaining existing customers while engaging a new audience through a competition, thoughtful community engagement, high value organic press coverage and select social media partnerships.
COPYRIGHT TOORALLIE.