Case Study: MAARA elevates its brand for global scale with ET Collective

Maara elevates its brand for global scale with ET Collective's HumanKind 2024

ET Collective partnered with Maara, an authentically Australian, purpose-led fashion label founded by Yuwaalaraay designer Julie Shaw. The customer's challenge was to grow into an iconic international brand without losing its connection to Country, community, and culture. This work was done through ET Collective's pro bono initiative, HumanKind.

ET Collective addressed this by evolving Maara's brand identity through a new strategy that sharpened its vision and clarified its purpose. The resulting bolder identity, centered on the brand idea "Designing Change," featured stronger typography and a design that heroes its Indigenous collaborators. The solution gave Maara a more confident and refined brand ready for global scale, with the founder stating it allowed them to move forward confidently and take the business to the next level.

Maara