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Ashley Simonetto designed Mayfield - a brand that houses a fine selection of Australian designer labels and is a reflection of the supportive creative community within Newtown, Geelong. The updated brand identity defines Mayfield as a contemporary and community driven brand, that allows it's collection of clothing to speak for themselves. The minimal colour palette does not intend to over shadow the clothing, but instead house them under a uniform strong identity. The organic, subtle colour palette reflects the natural costal surroundings of Newtown.