Brand Specialist + Strategic Creative | Strategy to Execution in One Senior Partner | Founders, SMEs & Stakeholder-Rich Organisations Here's the problem with agencies: the senior person sells the work, then hands it to someone three levels down. Here's the problem with most freelancers: great execution, patchy strategy. Neither one holds your brand deeply. I'm Lynley — a brand specialist and strategic creative who does both, end to end. Brand strategy, positioning, messaging, copy, digital design, websites, UI/UX, and campaign rollout — all from one person who understands exactly how business goals and brand decisions connect. No handoffs or juniors, or knowledge gap between the thinking and the making. Two decades of agency + honed thinking, applied with the directness and speed of a trusted independent. I've led projects for organisations navigating real complexity: aged and community care (Ozcare), government transport (Public Transport Victoria), not-for-profit, ecommerce (Fressko), building and construction, and consumer goods. Sector-agnostic. Stakeholder-fluent. Focused on outcomes, not outputs. What I work across: → Brand strategy, development + evolution → Brand messaging, copy + voice → Digital design, websites + UI/UX + IA → Campaign, assets + rollout, brand illustration If you're a founder, marketing lead, or business leader who wants the brand thinking and the brand-making in one trusted place—message me. Bonus: small wave surfer, closet singing enthusiast, and firmly believe cheese qualifies as dinner.…

Lynley McDonald

Brand Specialist + Strategic Creative | Strategy to Execution in One Senior Partner | Founders, SMEs & Stakeholder-Rich Organisations Here's the problem with agencies: the senior person sells the work, then hands it to someone three levels down. Here's the problem with most freelancers: great execution, patchy strategy. Neither one holds your brand deeply. I'm Lynley — a brand specialist and strategic creative who does both, end to end. Brand strategy, positioning, messaging, copy, digital design, websites, UI/UX, and campaign rollout — all from one person who understands exactly how business goals and brand decisions connect. No handoffs or juniors, or knowledge gap between the thinking and the making. Two decades of agency + honed thinking, applied with the directness and speed of a trusted independent. I've led projects for organisations navigating real complexity: aged and community care (Ozcare), government transport (Public Transport Victoria), not-for-profit, ecommerce (Fressko), building and construction, and consumer goods. Sector-agnostic. Stakeholder-fluent. Focused on outcomes, not outputs. What I work across: → Brand strategy, development + evolution → Brand messaging, copy + voice → Digital design, websites + UI/UX + IA → Campaign, assets + rollout, brand illustration If you're a founder, marketing lead, or business leader who wants the brand thinking and the brand-making in one trusted place—message me. Bonus: small wave surfer, closet singing enthusiast, and firmly believe cheese qualifies as dinner.…

Available to hire

Brand Specialist + Strategic Creative | Strategy to Execution in One Senior Partner | Founders, SMEs & Stakeholder-Rich Organisations

Here’s the problem with agencies: the senior person sells the work, then hands it to someone three levels down. Here’s the problem with most freelancers: great execution, patchy strategy. Neither one holds your brand deeply.

I’m Lynley — a brand specialist and strategic creative who does both, end to end.

Brand strategy, positioning, messaging, copy, digital design, websites, UI/UX, and campaign rollout — all from one person who understands exactly how business goals and brand decisions connect.

No handoffs or juniors, or knowledge gap between the thinking and the making.

Two decades of agency + honed thinking, applied with the directness and speed of a trusted independent.

I’ve led projects for organisations navigating real complexity: aged and community care (Ozcare), government transport (Public Transport Victoria), not-for-profit, ecommerce (Fressko), building and construction, and consumer goods. Sector-agnostic. Stakeholder-fluent. Focused on outcomes, not outputs.

What I work across:
→ Brand strategy, development + evolution
→ Brand messaging, copy + voice
→ Digital design, websites + UI/UX + IA
→ Campaign, assets + rollout, brand illustration

If you’re a founder, marketing lead, or business leader who wants the brand thinking and the brand-making in one trusted place—message me.

Bonus: small wave surfer, closet singing enthusiast, and firmly believe cheese qualifies as dinner.

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Work Experience

Creative Director & Strategic Designer at Studio Lannd Limited
January 1, 2013 - Present
End-to-end brand and creative studio for founders, SMEs, and stakeholder-rich organisations — from strategy to execution, in one place. → Brand strategy, development + evolution → Brand messaging, copy + voice → Digital design, websites + UI/UX → Campaign, assets + rollout → Client and project management
Senior Designer (Contract) at Public Transport Victoria
April 1, 2015 - May 31, 2027
Senior designer embedded within a complex government transport network, leading creative and information design across customer-facing touchpoints. → Art direction → Customer journey mapping → Map development + design → Human-centred information design → Journey-led information design → Campaign creative → Illustration
Senior Design (Freelance) at Clear Design & Brand Strategy
September 1, 2014 - April 1, 2015
Senior creative and environmental design across health, residential, and event projects within a strategic brand and design agency. → Wayfinding — health & residential · → Event concept & creative → Wayfinding — environmental → Environmental design
Senior Designer (Freelance) at Designworks Melbourne
February 1, 2014 - June 30, 2014
Senior designer on retail and brand projects at one of Australasia's leading strategic design consultancies. → Wayfinding — retail → Brand development → Creative direction — photography

Education

Bachelor Design (Hons) Visual Communication at Massey University
January 31, 2001 - November 30, 2004
User Experience Masterclass at RMIT Melbourne
June 1, 2020 - August 31, 2020
Brand Strategy Accreditation at Brand Strategy Academy
December 1, 2026 - April 1, 2026

Qualifications

Bachelor Design (Hons) Visual Communication
January 31, 2001 - November 30, 2004
User Experience Design
June 1, 2020 - August 31, 2020
Brand Strategy Accreditation (present)
December 1, 2026 - April 1, 2026

Industry Experience

Government, Healthcare, Consumer Goods, Non-Profit Organization, Professional Services, Real Estate & Construction, Agriculture & Mining
    uniE621 System-integrated Train Guide illustrations for Public Transport Victoria
    Embedding delight into daily journies—while ensuring seamless network-wide wayfinding with Melbourne Metro's train line guide covers SNIPPET Clear visual network-wide information cues support a seamless customer journey navigation instilling local pride without interrupting crucial navigation cues. FULL PROJECT HERE studiolannd.com/our-work/illustrations-metro-trains PROJECT SUMMARY As new customer information rolled out across the Public Transport Victoria network, the guides needed to embed seamless clarity and cohesion into the network-wide wayfinding system. Unique, feature-rich illustrations reference each line’s unique features add interest to daily commutes and visitor journeys — making each guide uniquely recognisable to support confident, intuitive decision-making. illustrator collab credit: Created working within the PTV Brand and Customer Experience team…
    uniE621 Branding, Strategy + Website Design for Gato Loco
    Demonstrating expertise and transformative experience—far beyond just a haircut. SNIPPET Lynley really took the time to understand our vision and helped us capture the true essence of our brand. The final result is a bespoke design that feels authentic, vibrant, and completely ‘us.’ —Decio—Creative Director + Founder, GATO LOCO FULL PROJECT HERE studiolannd.com/our-work/rebranding-and-website-gato-loco PROJECT SUMMARY After a strong first year, Gato Loco needed to clearly convey their expertise and the transformative experience they offer—far beyond just a haircut—to take their business to the next level. Their website lacked spark, not truly reflecting the richness of Gato’s thoughtful, high-level service. Scattered SEO also meant they weren’t ranking well in searches. We set out to boost Gato Loco’s brand and online presence—to attract the right customers, grow their community, and boosting search rankings. Collab credits: Lucy Bleakley—copywriting Phillip Mountfort—photography graphicdesigner branding webdesigner designer…
    uniE621 Online Home Care Package Calculator
    Empowering access to understanding care for communities and staff alike. SNIPPET Stakeholders praised the clear structure, warm tone and integration with Ozcare’s wider care journey. The early staff feedback straight off launch? “It just makes everything easier.” VIEW PROJECT HERE studiolannd.com/our-work/online-calculator-ux-ui-illustration PROJECT SUMMARY A digital product to support people in navigating the complex home care system, to make access to services and funding more straightforward—often during stressful life moments. To serve internally (staff) and externally (clients and their families and carers) to provide direct access to package information for external recipients and their families. webdesigner graphicdesigner designer uidesign uxdesign illustrator…