Designing change.
MAARA.
How does an authentically Australian, purpose-led fashion label grow into an iconic international brand — without losing its connection to Country, community and culture?
Through ET Collective’s pro bono initiative, HumanKind, we partnered with MAARA’s Yuwaalaraay designer, Julie Shaw, to evolve the brand’s identity and prepare it for global scale.
The transformation began with strategy, a sharpened vision, a clarified purpose, and values centred on authenticity, creativity, collaboration and impact. The brand idea ‘Designing Change’ became a unifying force, expressing the dual power of fashion to create beauty and drive cultural progress.
A bolder identity was created from stronger typography and the coming together of many hands – which is the meaning of MAARA in the Yuwaalaraay and Gamilaraay languages of northern NSW. It heroes it’s indigenous collaborators, celebrating a culture of rich storytelling, a grounded palette and epic imagery that celebrates Australia’s naturally beautiful landscapes. A more confident and refined brand, ready for runway to retail.
“Being awarded the HumanKind recipient for 2024 and having the opportunity to work with ET Collective was huge for our business. The team really helped elevate our brand with an updated assets package that has allowed us to move forward confidently and take our business to the next level. They took the time to deeply understand the story behind our purpose-led business; and respectfully guided us toward a more elevated and premium brand aesthetic.
We would absolutely recommend ET Collective to any business needing strategic guidance… and wanting a little bit of magic woven into their brand.”
Julie Shaw
Founder + Creative Director