Woolmark — Sixty Years, Still Spinning

60 years ago, the International Wool Secretariat launched a design competition to create a global graphic identity for wool that would “hold consumer confidence and represent quality standards,” and it was here that the now iconic Woolmark logo was born. Since then, the Woolmark logo has established itself as a symbol of excellence in the textile industry.

From the miniskirts of the Swinging Sixties to the vivacious prints of seventies psychedelia, to the advent of performance fibres and expanding global horizons, Woolmark’s latest chapter has marked a new dawn in international apparel. 

To celebrate six decades of the world’s most recognisable textile symbol, I was engaged to develop a campaign that drew on archival material as a way of reinforcing the prevalance and importance of the Woolmark certification scheme. Linking the geographically and linguistically disparate campaigns of 60 years, we developed a series of assets that celebrated the chart-topping fibre that has become the rhythm of generations. 

Watch the video here. 

Creative Director: Mitchell Oakley Smith
Design Director: Mike Souvanthalisith
Video Editor: Joel Garrett
Sound Design: Gary Sinclair