Tilly’s

Project Overview

Brand and Marketing Strategy

• Comprehensive brand strategy and major company rebrand

• Development of a new corporate identity, including updated logo and collateral

• Site signage, vehicle branding, and uniform design

• Ongoing weekly in-house marketing support

• Media management across print and digital channels

• Social media management and content creation for website and advertising

• Public relations and cause marketing strategy

About the Project

Tilly’s Crawler Parts has been a trusted name in earthmoving machinery and parts across Queensland and Australia since 1984.

I joined Tilly’s at an exciting time of growth in 2017, helping to refresh their corporate identity to reflect the expanding parts division—now a core part of the business. The rebranding process was extensive, ensuring the new logo honoured the company’s legacy while positioning it for the future. The rollout spanned across every touchpoint, from staff uniforms to building and vehicle signage, digital and printed collateral, and promotional materials for trade shows and field days.

Ongoing work with Tilly’s includes in-house marketing support one day per week, assisting with media management, PR, and all aspects of marketing implementation.

Tilly’s commitment to giving back extends beyond business, supporting events, charities, and families in Toowoomba and regional areas. This focus on cause marketing led to the creation of the Tilly’s Resilience Project, which brought Paralympian and IronMan Brant Garvey to speak with school students about the power of personal resilience.

Tilly’s has also been the naming rights sponsor of the Toowoomba Hospital Foundation’s Legends at their Game event for five years.