Landor Associates – company wich provides a full range of brand consulting – have created a new brand for Australian Wool Innovation (AWI). The new slogan is “Moving Australian Merino wool into a new era”. So the main idea of this brand company was about moving, both in the emotional sense and in motion of the fibres. This creative company includes creation of identity mark and fashion shoot in the Western Australian outback which have been reflected in the special video and magazine. All company was created exceptionally by australian artists. Clothes for this projects was designed by famous australian fashion designer Michelle Jank solely from merino wool. Photographer Georges Antoni and graphic designer Sam Pemberton in collaboration created stylish magazine.