Nerida is passionate about branding, design and visual communication which can bring about positive transformational change.

She was Creative Director at Generation Alliance, working on many multiple-stakeholder projects, including the rebrand and launch of place brands Wyong Shire, Double Bay and Blacktown. She also developed identities for two restaurants at Jupiters Casino (Kiyomi and Cucina Vivo) and an identity system for Woollahara Libraries. Internationally she developed the brand for one of Africa’s biggest technology businesses, Cellulant and was on the creative team that developed the new Virgin Money identity.

For 14 years she ran her own business focusing on creative and visual language generation in the environment, education and health markets. Many projects undertaken while at Purple Goat focused on consumer behavioural change for positive social outcomes.

At Purple Goat, Nerida led a team of up to 20 across two locations (Sydney and Melbourne). Projects undertaken were diverse, from creating and running smoking cessasion social marketing workshops in indigenous communities (Kick the Habit), to developing and fullfilling a 5 year marketing and communications program to encourage the residents of Blacktown to reduce energy consumption (Blacktown Solar City’s), to encouraging disadvantaged teens to cook using a very limited budget (yHunger Cookbooks). Projects spanned strategy, framework/methodology creation, and creative across digital, social, events and co-creation workshops.


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