Artwork
Film archive
We set out to put Myer back on top as Australia's go-to fashion destination. After 125 years in the Australian retail scene, Myer was losing its edge in consumers' minds.
Our refresh tapped into what already made Myer special—that iconic 'M', the distinctive colour palette, and its deep Australian roots. We developed a cohesive new look inspired by the aesthetics of the best global fashion houses. This refresh rolled out across everything from the classic Myer shopping bag, to seasonal campaigns to catalogues and across in-store displays and all packaging.
With Myer’s multitude of retail offerings, we creatively strategised a system to categorise their sales calendar in visually distinct forms.
A new painted backdrop studio style became the heart of our photographic approach. Bringing fresh, distinctive energy to Myer’s imagery. It allows us to showcase aspirational Australian life through diverse lenses.
Jo Cao, design director
King Yong, animation
© Gabriella Dudman 2025
Gabriella Dudman
Gabriella is a Melbourne/Naarm-based designer and artist whose practice moves fluidly between commercial design and personal artistic exploration. With a multidisciplinary grounding in design, she brings a sharp eye for form, balance, and composition; skills she now channels into both client work and her own visual investigations.
Her artistic practice expands this focus into light and colour, using photography as a foundation to create vivid works that explore how beauty and affliction can coexist.
Currently part of the Howatson+Company team, she has collaborated with clients including Myer, Petbarn, ABC, Allianz Australia, Brown Brothers, Plus Also Studios, and Qantas.
Her artistic practice expands this focus into light and colour, using photography as a foundation to create vivid works that explore how beauty and affliction can coexist.
Currently part of the Howatson+Company team, she has collaborated with clients including Myer, Petbarn, ABC, Allianz Australia, Brown Brothers, Plus Also Studios, and Qantas.
gabrielladudman.com
gabrielladudman@gmail.com