More than uniforms. A partner in bringing brands to life.
Total Image is an Australian-owned, family-run business delivering end-to-end uniform and branded merchandise solutions with boutique-level care.
We partner closely with organisations across Australia and New Zealand, combining design, branding, technology, fulfilment and ongoing support to create uniform and merchandise programs that reflect each brand, support their people and work in the real world.
With decades of manufacturing experience, partnership at our heart and a genuine commitment to quality, service and innovation, we create considered, practical solutions that bring brands to life.
Our Values
Our values are at the heart of how we work. They shape the way we treat our people, partner with our clients and make decisions every day.
As a family-run business, we believe in quality, responsibility, innovation and genuine partnership, with boutique-level care woven into everything we do.
our history
Through The Years
2005–2009 Where it all began
In 2005, at just 20 years old, Pamela Jabbour founded Image Designer Workwear with a belief that uniforms could be better. After a year of persistence and plenty of cold calling, the first order arrived: 100 polos for Majestic Cinema. From there, momentum built quickly. By 2008, a team of just three was supplying 25,000 Big W employees, and in 2009 the business became Total Image, expanded its manufacturing capabilities in China and secured Woolworths, supplying 120,000 employees across 900 locations.
2010–2014 Growing into our own
With demand growing for uniforms that combined style with practicality, Total Image continued to expand its team, clients and capabilities. In 2014, the business moved into a larger Marrickville headquarters, creating a permanent home for the next stage of growth and bringing more of the Total Image experience together under one roof.
2015–2019 Expanding our reach
These years saw Total Image take on bigger challenges and some iconic projects. The acquisition of Action Corp expanded the team and client base, while projects for Ford, the Australian Winter Olympic Team and the Sydney Cricket Ground demonstrated what thoughtful custom design could achieve. By 2019, technology became an even bigger part of the service, with e-commerce introduced to make uniform ordering and management simpler for clients and their teams.
2020–2024 Partnerships, progress and recognition
Total Image continued to grow across industries, welcoming major partnerships including RSPCA, Allianz Stadium and Goodstart Early Learning. The business also gained recognition for its design, innovation and leadership, including an APPA Design Award for the Bonza airline uniform, the Family Business Association NSW Medium Business Award, and Pamela being named CEO in Manufacturing at the 2024 Executive of the Year Awards.
2025–Present A new chapter.
Twenty plus years on, the same belief that started the business continues to drive us forward. In 2025, becoming B Corp Certified marked an important milestone in our commitment to responsible business, while continued investment in design, technology, responsible manufacturing and circular solutions has shaped what comes next. Now, as Total Image, our story continues with a broader vision: bringing brands to life through uniforms and merchandise, backed by end-to-end solutions, genuine partnership and the boutique-level care that has always been at our heart.
Our Clients
Certifications & Awards
Our certifications and awards reflect the standards we hold ourselves to, from design and service to responsible business and the impact we create.
B Corp Certification
CEO Of The Year in Manufacturing
APPA Award
Family Business Excellence Award
