Lorna Murray — Brand Extensions & Brand Kit

The brief: A beloved Australian accessories and lifestyle brand with a strong creative team and a growing international following — but at a time when the Australian fashion industry was slow to recognise the work. With limited traditional magazine coverage available locally, the brand was investing heavily in building visibility internationally while scaling its operations globally.

What I did: Over eight weeks, working closely with the creative team, I consolidated existing files, established consistent brand guidelines and developed a comprehensive brand kit rolled out on the company intranet via SharePoint. Alongside this I developed exploratory conceptual work for a new Korean retail store — covering store design concepts, packaging and brand extensions — all while working within and strengthening the existing brand framework.

The outcome: A cohesive brand framework that gave the internal team the tools to produce consistently on-brand work independently. The role was taken in-house with Lorna promoting a talented designer from within — reflecting her longstanding commitment to nurturing young creative talent.

Completed 2022. Hat images © Lorna Murray