Novotel Geelong has unveiled a new uniform created in partnership with respected Wadawurrung artist Billy Jay O'Toole, celebrating the hotel's connection to Country and the local community.

The new design, worn by the housekeeping, valet, and events teams, is inspired by the hotel's evolving identity and the upcoming opening of its new hotel tower development – symbols of renewal, progress, and strengthened cultural connection. The collaboration honours Wadawurrung Country and reflects the stories that shape Geelong's past, present, and future.

O'Toole, founder of Dreamtime Art and the artist behind the Geelong Cats' Indigenous AFL Guernsey, is widely recognised for artworks that showcase Aboriginal culture through contemporary visual storytelling.

His design for Novotel Geelong centres on a meeting place representing the hotel, supported by water patterns symbolising Corio Bay and sand dunes that hold thousands of years of Wadawurrung history. Footprints surrounding the artwork represent the daily journeys of the hotel team, while emu tracks acknowledge Novotel Geelong's commitment to reconciliation and respect for Wadawurrung culture.

Novotel Geelong General Manager, Scott Bear, said the partnership reflects the hotel's values and identity.

“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. Working with Billy J O'Toole has allowed us to honour the history of the land we work on, while celebrating progress and connection. The result is something we are truly proud of. It is a visual expression of our values, our people, and our place,” said Mr Bear.

The uniforms were produced locally in partnership with Geelong design studio OwnKind, known for its ethical craftsmanship and focus on individuality, creativity, and quality.

For Novotel Geelong, the project marks a meaningful step in embedding local culture into the everyday guest and team experience, showcasing the hotel's pride in being part of the Geelong community. Team members have already shared overwhelmingly positive feedback, expressing pride in wearing a design that represents their community and cultural connection.

IMAGES: To download a selection of images, click HERE