The Dept. Dispatch
Strategic memos, field notes, and the occasional rant.
how to stop sounding like everyone else and start building a brand that actually works.
This isn’t your average blog stuffed with SEO filler and “10 tips to…” nonsense. Think of it as your unofficial case file: psychology-led insights, sharp strategy, and the kind of clarity you can actually use in your business.
Every post is designed to do one thing, and one thing only: help you see your brand more clearly, so you can show up more confidently. Sometimes that means a framework. Sometimes it’s a hard truth. Sometimes it’s just proof that you’re not the only one side-eyeing the industry’s bad habits.
If reading these sparks the thought “I need this for my brand, not just my browser history” you probably do.
Read on. Take notes. Or just lurk and nod smugly.
all permitted under the no shit brands act (2018).
Clear, compassionate, credible: The website that transformed Pink Camellia Care’s business
Pink Camellia Care had built a thriving NDIS business through word-of-mouth, but they needed a website that truly reflected their values and credibility. Through strategic brand voice development and clear, SEO-optimised copy, we helped them create a digital presence that speaks, connects, and builds trust. The result? A website that not only looks good but also drives inquiries and strengthens their reputation.
Monthly review January 2025
Welcome to my monthly review, where I lay out all the dirty details of my business for everyone to see. I want to do these for because it keeps me accountable. Writing these up for you guys forces me to actually look at my data and reflect. And I think financial transparency is extremely important and hopefully me doing these helps break down the money taboo.
16 Lessons From 16 Podcast Interviews: Season 2
How do you know you’ve had a successful day? 16 business owners answer in this roundup of season 2 of The One That Works For You podcast.
Monthly review November 2024
Welcome to my monthly review, where I lay out all the dirty details of my business for everyone to see. I want to do these for because it keeps me accountable. Writing these up for you guys forces me to actually look at my data and reflect. And I think financial transparency is extremely important and hopefully me doing these helps break down the money taboo.
Monthly review October 2024
Welcome to my monthly review, where I lay out all the dirty details of my business for everyone to see. I want to do these for because it keeps me accountable. Writing these up for you guys forces me to actually look at my data and reflect. And I think financial transparency is extremely important and hopefully me doing these helps break down the money taboo.
Monthly review September 2024
Welcome to my monthly review, where I lay out all the dirty details of my business for everyone to see. I want to do these for because it keeps me accountable. Writing these up for you guys forces me to actually look at my data and reflect. And I think financial transparency is extremely important and hopefully me doing these helps break down the money taboo.
Monthly review August 2024
Welcome to my monthly review, where I lay out all the dirty details of my business for everyone to see. I want to do these for because it keeps me accountable. Writing these up for you guys forces me to actually look at my data and reflect. And I think financial transparency is extremely important and hopefully me doing these helps break down the money taboo.
Monthly review July 2024
Welcome to my monthly review, where I lay out all the dirty details of my business for everyone to see. I want to do these for because it keeps me accountable. Writing these up for you guys forces me to actually look at my data and reflect. And I think financial transparency is extremely important and hopefully me doing these helps break down the money taboo.
Monthly review June 2024
Welcome to my monthly review, where I lay out all the dirty details of my business for everyone to see. I want to do these for because it keeps me accountable. Writing these up for you guys forces me to actually look at my data and reflect. And I think financial transparency is extremely important and hopefully me doing these helps break down the money taboo.
Monthly review May 2024
Welcome to my monthly review, where I lay out all the dirty details of my business for everyone to see. I want to do these for because it keeps me accountable. Writing these up for you guys forces me to actually look at my data and reflect. And I think financial transparency is extremely important and hopefully me doing these helps break down the money taboo.
How a pandemic existential spiral helped my business
It’s beautiful and scary, as a business owner, to have the power to proactively seek all those things out in your life. Beautiful because you have the power to do so. Scary because you can’t sidestep the responsibility to do so. The four pillars of life can help.
15 lessons from 15 podcast episodes
The most valuable insights from the first 15 episodes of The One That Works For You podcast.
Get Rebrand
Watch a brand strategist take on her most terrifying client. Herself.
Before The Identity Dept, there was The Branding Psychologist. I documented every step of the journey so you can watch how a behavioural strategist applies her own frameworks, questions everything, and occasionally panics.
Because if the Dept has to practice what it preaches… you might as well take notes.
Totally free.