Novotel Geelong has introduced a uniform collection designed by Wadawurrung artist Billy Jay O’Toole, marking a significant cultural collaboration.
The uniforms, now worn by the housekeeping, valet, and events teams, reflect the hotel’s evolving identity and the forthcoming opening of its new tower, symbolizing renewal and cultural connection.

This project underscores Novotel Geelong’s dedication to celebrating local heritage and fostering a deeper connection with the Geelong community.
Scott Bear, General Manager of Novotel Geelong, emphasized the importance of the collaboration, stating, “This collaboration represents more than a new uniform, it is a reflection of who we are as a team and as part of the Geelong community.”

Richly symbolic
This initiative is a step towards embedding local culture into the daily experiences of guests and staff, with team members expressing pride in wearing a design that represents their community and cultural ties.

O’Toole, known for his work with Dreamtime Art and the Geelong Cats’ Indigenous AFL Guernsey, has crafted a design that centers on a meeting place symbolizing the hotel.

The artwork incorporates water patterns representing Corio Bay and sand dunes that embody thousands of years of Wadawurrung history.
Footprints and emu tracks in the design highlight the hotel’s commitment to reconciliation and respect for Wadawurrung culture.

The uniforms were produced in partnership with Geelong design studio OwnKind, renowned for its ethical craftsmanship.