La Sierra Project Collection
La Sierra
2018-2024
Melbourne, Australia
Art Direction, Visual Design, Product & Lifestyle Photography, Editorial Design, Graphic Design, Website Design and Development, Business Development Support
Over the past six years, I have had the privilege of working closely with La Sierra, a Melbourne-based ethical brand specialising in handcrafted alpaca fibre products made by Indigenous artisans in Ecuador and Peru.
In these collaborations, I have contributed across multiple creative and strategic areas to support the brand’s growth and visibility.
I enhanced their existing brand identity by refining it into a more cohesive visual system, establishing clear guidelines for colour palettes, typography, and hierarchy.
After refining La Sierra’s visual system, I delivered a range of graphic design services, including product catalogues, posters, postcards, garment labels, and business cards, ensuring the brand’s consistent and unified appearance across all platforms.
“I have had the pleasure of working alongside Maysie for over six years, and she has been instrumental in building my brand. From helping to craft the initial brand personality to the various transformations we’ve undergone, Maysie has creatively brought each vision to life.”
Founder, La Sierra
I captured La Sierra’s craftsmanship through product and lifestyle photography, blending studio-based product shoots with collaborative on-location lifestyle sessions. The images were used across their website, social media, and newsletters, ensuring the photography style reflected the brand’s ethical values and evoked a sense of connection with their audience.
“As our photographer for many years, Maysie has a remarkable ability to bring our items to life through her stunning visuals. She is such a huge support on shoot days taking on more than her photography role to help me when I feel overwhelmed. She has contributed to so many different aspects of our brand, including styling, art direction, website design and development, social media and graphic design.
Her work consistently aligns with my vision, and when I feel creatively blocked, she helps craft a vision that suits the brand. Sometimes, I feel like she understands my brand more than me! Whatever she is working on, her work always exceeds my expectations.”
Founder, La Sierra
I customised La Sierra’s Shopify e-commerce website, optimising performance and responsiveness. I also troubleshooted design issues, supported cross-device compatibility, enhanced checkout processes, and assisted in setting up admin systems for smooth operations.
In 2022, I took on a six-month project creating content for La Sierra, helping boost the brand’s engagement by 68% within the first three months. I curated and produced compelling Instagram content—posts, stories, and reels—that resonated with La Sierra’s audience, highlighting the brand’s journey, the artisans’ stories, and its commitment to sustainable practices.
Lastly, I’ve provided strategic marketing insights and creative tactics to support La Sierra’s business development, focusing on increasing brand awareness, fostering community engagement, and driving sustainable growth.
These projects have contributed to the ongoing success of the brand, amplifying their commitment to sustainability, ethical production, and global artisanship.
I’m excited to continue my collaboration with La Sierra as we work on a refreshed brand identity and an enhanced website, set to launch in late 2024.