MADSSITE.

Maddison Rutter-MalleyEST—2025

Hills & West.


In a world of fast fashion—A purpose-led identity celebrating timeless, sustainable Australian design.
 2019
Australia








CONTEXT

Hills & West is an emerging Australian-made brand that champions minimalist design while celebrating local manufacturing, craftsmanship, and sustainability. With a core ethos of “less is more,” the brand focuses on creating versatile, long-lasting pieces that embody timeless style and conscious living. I was brought on to help shape and express this evolving identity—visually, strategically, and narratively—ensuring the brand's purpose was reflected in every detail.
CHALLENGE
    As Hills & West grew, the challenge was to align its creative direction with its sustainability-first mission—while still appealing to modern consumers who value aesthetics, individuality, and authenticity. Key goals included:

      • Reducing waste through purposeful design

      • Honouring Australian manufacturing and ethical practices

      • Embedding sustainability into every collection

      • Expressing the brand's philosophy through content, design, and storytelling

    The brand needed a consistent identity that could balance elegance with edge, and showcase minimalism as a bold, thoughtful choice.

    SOLUTION

    The response was both strategic and creative—grounding Hills & West’s identity in the idea of "wearable art", where negative space and intention define every element of design and communication.

      • Lunar Collection: A pivotal moment for the brand, this collection repurposed leftover leather into unique, 3-in-1 bags—celebrating versatility, individuality, and the beauty of sustainable innovation.

      • Conscious Design Strategy: Every collection since has included a smaller sibling product, intentionally created from excess material—minimising waste while maximising value.

      • Visual Language: A muted, minimal palette paired with a refined blend of serif and sans-serif typefaces captured the essence of timelessness.

      • Content Approach: Product imagery embraced negative space, with styling and photography that mirrored the "invisible frame" concept—giving each piece room to breathe.

      • Personal Brand Layer: To foster authenticity and warmth, we integrated articles and stories from founder Aisha Hillary-Morgan, strengthening the brand’s direct-to-consumer connection with a sense of playfulness and personality.

    IMPACT

      The refined brand identity and communications strategy drove a 50% organic increase in social media followers and boosted revenue.

      Hills & West has since positioned itself as a purpose-led brand—crafting timeless, versatile pieces grounded in sustainability and transparency. Customers now see it not just as a fashion label, but as a movement toward conscious, elegant style.

      CREDITS
      Independent Contractor
      i. Maddison Rutter-Malley: Product Management, Strategy, Social media, Design & Branding

      Client
      Hills & West


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