TOORALLIE
Autumn/Winter 2026
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 ‘26
Art Direction
Photography
Graphic Design
Video
Marketing Strategy
Copywriting
Website
Electronic Direct Mail
Digital Advertising [Meta]
Social Accounts
Flagship Store Windows & Signage
Wholesale Assets
I mapped the creative direction for the Autumn/Winter 2026 activation, developing the marketing plan in coordination with the Directors. I ideated and photographed key seasonal campaigns and drew from the brand’s rich heritage and archive to shape an emotive seasonal narrative across two social-first campaigns.
AW26 is activated in-store and across the brand’s website, social, and electronic direct mail channels. The Autumn Campaign launches the season in February, and the Winter Campaign is introduced mid-season to offer a fresh perspective of the capsule collection. This season introduces a new digital advertising strategy which requires a robust and dynamic creative direction across still image and short-form video in ongoing high- and low-fidelity content.
COPYRIGHT TOORALLIE.