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.
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.