NORTH is a not-for-profit venture dedicated to amplifying Indigenous artists from remote communities through ethically produced homewares, textiles, and editorial storytelling.

Operating without large advertising budgets, the challenge was to build visibility, demand, and momentum while remaining deeply aligned with NORTH’s values and responsibility to artists and communities. The focus was on story-first marketing that centred Indigenous voices, created urgency, and converted attention into action.

I worked as part of the core team to develop and execute a content and storytelling strategy that prioritised collaboration, transparency, and cultural respect. Partnering with over 20 Indigenous artists and galleries, we launched three textile collections and two magazines, using editorial, social, and earned media to drive engagement.

Each collection sold out, with the final release generating $175K in under 24 hours. In total, the project paid over $200K in artist commissions and secured coverage in Vogue, Australian Traveller, and Frankie Magazine, demonstrating how values-led storytelling can deliver meaningful commercial outcomes without compromising ethics.