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      <image:title>Thoughts - Doubled down: The changing economics of growth, brands and work - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Thoughts - Doubled down: The changing economics of growth, brands and work</image:title>
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    <loc>https://thecontenders.co/blog/when-productivity-becomes-the-new-currency</loc>
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    <lastmod>2026-03-05</lastmod>
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      <image:title>Thoughts - When productivity becomes the new currency - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Thoughts - When productivity becomes the new currency - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Thoughts - When productivity becomes the new currency - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:title>Thoughts - When productivity becomes the new currency</image:title>
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    <lastmod>2025-11-27</lastmod>
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      <image:title>Thoughts - From Stag to stagflation: what the Australian economy can learn from brand strategy - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Thoughts - From Stag to stagflation: what the Australian economy can learn from brand strategy - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Thoughts - From Stag to stagflation: what the Australian economy can learn from brand strategy</image:title>
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    <loc>https://thecontenders.co/blog/the-great-distraction</loc>
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    <lastmod>2025-09-01</lastmod>
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      <image:title>Thoughts - The great distraction: focus in a fractured world - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/6ed1d58c-d139-464e-8273-24b9c88d4778/EDM_JUL_2025_The+Great+Distraction-03.jpg</image:loc>
      <image:title>Thoughts - The great distraction: focus in a fractured world - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1576192687236-P376JQQPWC0TDRVFHCO7/Walking-Mail_Animation_3_Banner.gif</image:loc>
      <image:title>Thoughts - The great distraction: focus in a fractured world</image:title>
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    <loc>https://thecontenders.co/blog/from-coal-dust-to-compute</loc>
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    <lastmod>2025-08-06</lastmod>
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      <image:title>Thoughts - From coal dust to Compute: the new engines of growth - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Thoughts - From coal dust to Compute: the new engines of growth - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1576192687236-P376JQQPWC0TDRVFHCO7/Walking-Mail_Animation_3_Banner.gif</image:loc>
      <image:title>Thoughts - From coal dust to Compute: the new engines of growth</image:title>
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    <loc>https://thecontenders.co/blog/the-end-of-an-era</loc>
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    <lastmod>2025-06-25</lastmod>
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      <image:title>Thoughts - The end of an era: how branding lost the plot - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/74a03e12-bc55-4436-bca9-8a3c329a167a/EDM_April_2025_The+end+of+an+era-image+2.jpg</image:loc>
      <image:title>Thoughts - The end of an era: how branding lost the plot - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1576192687236-P376JQQPWC0TDRVFHCO7/Walking-Mail_Animation_3_Banner.gif</image:loc>
      <image:title>Thoughts - The end of an era: how branding lost the plot</image:title>
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    <loc>https://thecontenders.co/blog/why-brands-are-losing-their-edge</loc>
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    <lastmod>2025-04-07</lastmod>
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      <image:title>Thoughts - Why brands are losing their edge - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/ea4ce1c1-4a89-40aa-bbd7-7da8a8465eeb/EDM_Feb_2025_Why+Brands+Are+Losing+Their+Edge-04.jpg</image:loc>
      <image:title>Thoughts - Why brands are losing their edge - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1576192687236-P376JQQPWC0TDRVFHCO7/Walking-Mail_Animation_3_Banner.gif</image:loc>
      <image:title>Thoughts - Why brands are losing their edge</image:title>
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    <lastmod>2025-03-06</lastmod>
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      <image:title>Thoughts - Why 2024 was the tipping point, and what comes next - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/8ce3f955-2aa4-42b1-a367-a7775d7d3457/EDM_January_2025_Tipping+Point-03.png</image:loc>
      <image:title>Thoughts - Why 2024 was the tipping point, and what comes next - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1576192687236-P376JQQPWC0TDRVFHCO7/Walking-Mail_Animation_3_Banner.gif</image:loc>
      <image:title>Thoughts - Why 2024 was the tipping point, and what comes next</image:title>
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    <lastmod>2025-02-03</lastmod>
    <image:image>
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      <image:title>Thoughts - The stories we share - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/9536b9f6-e605-4f2b-974e-b240f7428e0c/EDM_DEC_2024_The-Stories-we-Share-02.gif</image:loc>
      <image:title>Thoughts - The stories we share - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/04834b24-e1e1-40fb-a076-bbb6f5e688a9/EDM_DEC_2024_The-Stories-we-Share-03.gif</image:loc>
      <image:title>Thoughts - The stories we share - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1576192687236-P376JQQPWC0TDRVFHCO7/Walking-Mail_Animation_3_Banner.gif</image:loc>
      <image:title>Thoughts - The stories we share</image:title>
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    <loc>https://thecontenders.co/blog/come-to-your-senses</loc>
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    <lastmod>2024-10-11</lastmod>
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      <image:title>Thoughts - Come to your senses: creating brand experiences</image:title>
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    <priority>0.5</priority>
    <lastmod>2024-11-21</lastmod>
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      <image:title>Thoughts - Out with the old, in with the... - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Thoughts - Out with the old, in with the... - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Thoughts - Out with the old, in with the... - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1576192687236-P376JQQPWC0TDRVFHCO7/Walking-Mail_Animation_3_Banner.gif</image:loc>
      <image:title>Thoughts - Out with the old, in with the...</image:title>
    </image:image>
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    <loc>https://thecontenders.co/blog/building-brand-trust-for-regional-governments</loc>
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    <priority>0.5</priority>
    <lastmod>2024-10-07</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1576192687236-P376JQQPWC0TDRVFHCO7/Walking-Mail_Animation_3_Banner.gif</image:loc>
      <image:title>Thoughts - Building brand trust for regional governments</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://thecontenders.co/blog/refresh-your-brand-dont-reposition-it</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-09-09</lastmod>
    <image:image>
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      <image:title>Thoughts - Refresh your brand, don't reposition it - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/54fb4f4e-4a93-49fb-96b8-cd8547869ac1/EDM_JULY_2024_Refresh+Don%E2%80%99t+Reposition-04.gif</image:loc>
      <image:title>Thoughts - Refresh your brand, don't reposition it - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/e658d417-ce1f-4bc8-b63f-ef39dc4b5fcc/EDM_JULY_2024_Refresh+Don%E2%80%99t+Reposition-01.gif</image:loc>
      <image:title>Thoughts - Refresh your brand, don't reposition it - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1576192687236-P376JQQPWC0TDRVFHCO7/Walking-Mail_Animation_3_Banner.gif</image:loc>
      <image:title>Thoughts - Refresh your brand, don't reposition it</image:title>
    </image:image>
  </url>
  <url>
    <loc>https://thecontenders.co/blog/testing-the-waters</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-08-21</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1576192687236-P376JQQPWC0TDRVFHCO7/Walking-Mail_Animation_3_Banner.gif</image:loc>
      <image:title>Thoughts - Testing the waters: how to ensure your communication makes waves</image:title>
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  </url>
  <url>
    <loc>https://thecontenders.co/blog/the-secret-sauce-for-survival</loc>
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    <priority>0.5</priority>
    <lastmod>2024-08-22</lastmod>
    <image:image>
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      <image:title>Thoughts - The secret sauce for survival - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/e569f25e-1fb1-46b1-aa46-b67c8ae826eb/EDM_JUN_2024_The+Secret+Sauce-03.png</image:loc>
      <image:title>Thoughts - The secret sauce for survival - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/aa0f68bb-6389-4d0b-b2b2-9253f6fa9b58/EDM_JUN_2024_The+Secret+Sauce-04.png</image:loc>
      <image:title>Thoughts - The secret sauce for survival - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1576192687236-P376JQQPWC0TDRVFHCO7/Walking-Mail_Animation_3_Banner.gif</image:loc>
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  </url>
  <url>
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  <url>
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    <image:image>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <image:image>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <image:image>
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      <image:title>Thoughts - Gems and garbage: redefining competition - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Thoughts - Gems and garbage: redefining competition</image:title>
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  </url>
  <url>
    <loc>https://thecontenders.co/blog/building-great-destination-brands</loc>
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    <image:image>
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  <url>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Thoughts - The future is already here - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1576192687236-P376JQQPWC0TDRVFHCO7/Walking-Mail_Animation_3_Banner.gif</image:loc>
      <image:title>Thoughts - The future is already here</image:title>
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    <loc>https://thecontenders.co/blog/building-brand-together</loc>
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    <priority>0.5</priority>
    <lastmod>2024-02-22</lastmod>
    <image:image>
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      <image:title>Thoughts - Building brand together: the art of dialogue in local government</image:title>
    </image:image>
  </url>
  <url>
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    <lastmod>2024-02-20</lastmod>
    <image:image>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/c9857b8c-b0f3-4044-905f-92cef5d3e5d2/EDM_NOV_2023_Small+steps+Big+problems-03.jpg</image:loc>
      <image:title>Thoughts - Framing a super-sized problem - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/37caa146-2a0a-4207-897f-c018ba59720c/EDM_NOV_2023_Small+steps+Big+problems-04.jpg</image:loc>
      <image:title>Thoughts - Framing a super-sized problem - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1576192687236-P376JQQPWC0TDRVFHCO7/Walking-Mail_Animation_3_Banner.gif</image:loc>
      <image:title>Thoughts - Framing a super-sized problem</image:title>
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  <url>
    <loc>https://thecontenders.co/blog/the-productivity-paradox</loc>
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    <lastmod>2024-02-19</lastmod>
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      <image:title>Thoughts - The productivity paradox - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/6110c47f-9785-4288-8381-4b0be69368f1/EDM_SEPT_2023_Linkedin_The-Productivity-Paradox-04.gif</image:loc>
      <image:title>Thoughts - The productivity paradox - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/0654c7f8-bd9f-4ec3-9e42-2b21953f0e4a/EDM_SEPT_2023_Linkedin_The+Productivity+Paradox-05+copy.png</image:loc>
      <image:title>Thoughts - The productivity paradox - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1576192687236-P376JQQPWC0TDRVFHCO7/Walking-Mail_Animation_3_Banner.gif</image:loc>
      <image:title>Thoughts - The productivity paradox</image:title>
    </image:image>
  </url>
  <url>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/cf0284dd-b5ea-4b68-8d41-6cdc32190826/EDM_Aug_2023_Linkedin_Three-Speeds-03.gif</image:loc>
      <image:title>Thoughts - Three gears, one destination - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1576192687236-P376JQQPWC0TDRVFHCO7/Walking-Mail_Animation_3_Banner.gif</image:loc>
      <image:title>Thoughts - Three gears, one destination</image:title>
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    <changefreq>monthly</changefreq>
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    <lastmod>2024-02-19</lastmod>
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      <image:title>Thoughts - Replacing sustainability with regeneration - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Thoughts - Replacing sustainability with regeneration - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Thoughts - Replacing sustainability with regeneration - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Thoughts - Replacing sustainability with regeneration</image:title>
    </image:image>
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    <changefreq>monthly</changefreq>
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    <lastmod>2024-02-19</lastmod>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Thoughts - Seeking futures, finding presents - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1576192687236-P376JQQPWC0TDRVFHCO7/Walking-Mail_Animation_3_Banner.gif</image:loc>
      <image:title>Thoughts - Seeking futures, finding presents</image:title>
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    <priority>0.5</priority>
    <lastmod>2024-02-19</lastmod>
    <image:image>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Thoughts - Ten years in - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Thoughts - Ten years in - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Thoughts - Ten years in - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1576192687236-P376JQQPWC0TDRVFHCO7/Walking-Mail_Animation_3_Banner.gif</image:loc>
      <image:title>Thoughts - Ten years in</image:title>
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    <lastmod>2024-02-19</lastmod>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/c12c6611-dcb2-4715-a1e4-409ecae0e1ba/EDM_January_2023_Linkedin-Good_Cheap_fast.gif</image:loc>
      <image:title>Thoughts - The return of rules - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1576192687236-P376JQQPWC0TDRVFHCO7/Walking-Mail_Animation_3_Banner.gif</image:loc>
      <image:title>Thoughts - The return of rules</image:title>
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    <changefreq>monthly</changefreq>
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    <lastmod>2024-02-19</lastmod>
    <image:image>
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      <image:title>Thoughts - Will meta be betta? - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Thoughts - Will meta be betta? - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/408e8482-056c-437e-991e-7b72e0d165eb/EDM_September+2022_Linkedin-04.jpg</image:loc>
      <image:title>Thoughts - Will meta be betta? - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1576192687236-P376JQQPWC0TDRVFHCO7/Walking-Mail_Animation_3_Banner.gif</image:loc>
      <image:title>Thoughts - Will meta be betta?</image:title>
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    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
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    <image:image>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <loc>https://thecontenders.co/work/the-florey</loc>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <image:image>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <loc>https://thecontenders.co/work/andisor</loc>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <image:image>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <loc>https://thecontenders.co/work/hirdaramani</loc>
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    <loc>https://thecontenders.co/work/ignite-fireplace-studio</loc>
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      <image:title>Work - Ignite Fireplace Studio - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <image:image>
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      <image:title>Work - Ignite Fireplace Studio - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <image:image>
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      <image:title>Work - Ignite Fireplace Studio - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
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    <loc>https://thecontenders.co/work/expression-australia</loc>
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    <lastmod>2020-08-13</lastmod>
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    <loc>https://thecontenders.co/work/geelong-arts-centre</loc>
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    <lastmod>2020-08-13</lastmod>
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    <loc>https://thecontenders.co/work/state-library-victoria</loc>
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      <image:caption>State Library of Victoria Government Branding, Brand Strategy, Design Rebrand Melbourne</image:caption>
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      <image:caption>State Library of Victoria Government Branding, Brand Strategy, Design Rebrand Melbourne</image:caption>
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    <loc>https://thecontenders.co/work/halaxy</loc>
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    <lastmod>2019-11-11</lastmod>
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      <image:title>Work - Halaxy</image:title>
      <image:caption>Halaxy Healthkit Branding, Naming, Brand Strategy, Design Rebrand, Web Design Melbourne, Tech</image:caption>
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    <image:image>
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      <image:title>Work - Halaxy</image:title>
      <image:caption>Halaxy Healthkit Branding, Logo Design, Tech</image:caption>
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      <image:title>Work - Halaxy</image:title>
      <image:caption>Halaxy Healthkit Branding</image:caption>
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      <image:title>Work - Halaxy</image:title>
      <image:caption>Halaxy Healthkit Brand guidelines, logo design</image:caption>
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  <url>
    <loc>https://thecontenders.co/work/community-co</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2020-04-20</lastmod>
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      <image:title>Work - Metcash: Community Co</image:title>
      <image:caption>Community Co Metcash IGA Branding, Packaging Design, Retail brand strategy, Logo Design</image:caption>
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    <image:image>
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      <image:title>Work - Metcash: Community Co</image:title>
      <image:caption>Community Co Metcash IGA Branding, Packaging Design, Retail brand strategy, Tone of Voice</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1572218747915-OV0AZXE72ODGXS85MKFV/CommunityCo_Case-Study+Images4.jpg</image:loc>
      <image:title>Work - Metcash: Community Co</image:title>
      <image:caption>Community Co Metcash IGA Branding, Packaging Design, Retail brand strategy, Tone of Voice</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1572221288295-WWVA1YHXVMTM65QH0B91/CommunityCo_Case-Study+Images5.jpg</image:loc>
      <image:title>Work - Metcash: Community Co</image:title>
      <image:caption>Community Co Metcash IGA Branding, Packaging Design, Retail brand strategy, Tone of Voice</image:caption>
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    <image:image>
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      <image:title>Work - Metcash: Community Co</image:title>
      <image:caption>Community Co Metcash IGA Branding, Packaging Design, Retail brand strategy, Tone of Voice</image:caption>
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  <url>
    <loc>https://thecontenders.co/work/pop-fiction</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2021-03-25</lastmod>
    <image:image>
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      <image:title>Work - Pop Fiction</image:title>
      <image:caption>Pop Fiction, JCs Quality Foods Branding, Brand Strategy, Packaging Design, Retail, Tone of Voice</image:caption>
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    <image:image>
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      <image:title>Work - Pop Fiction</image:title>
      <image:caption>Pop Fiction, JCs Quality Foods Branding, Brand Strategy, Packaging Design, Retail, Tone of Voice</image:caption>
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    <image:image>
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      <image:title>Work - Pop Fiction</image:title>
      <image:caption>Pop Fiction, JCs Quality Foods Branding, Brand Strategy, Packaging Design, Retail, Tone of Voice</image:caption>
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    <image:image>
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      <image:title>Work - Pop Fiction</image:title>
      <image:caption>Pop Fiction, JCs Quality Foods Branding, Brand Strategy, Packaging Design, Retail, Tone of Voice</image:caption>
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    <image:image>
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      <image:title>Work - Pop Fiction</image:title>
      <image:caption>Pop Fiction, JCs Quality Foods Branding, Brand Strategy, Packaging Design, Retail, Tone of Voice</image:caption>
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  <url>
    <loc>https://thecontenders.co/work/climate-active</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2020-02-12</lastmod>
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  <url>
    <loc>https://thecontenders.co/work/coles</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2021-11-24</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1581478777474-WNT2M8FHBQCTWDQNG7UT/ColesFlexitarian-case-study-images1.jpg</image:loc>
      <image:title>Work - Coles</image:title>
      <image:caption>Coles Nature’s Kitchen, Herb and Sons, Retail brand strategy, FMCG, Branding, Packaging Design, Logo Design</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1581478921199-2W0J5K2BS2WBSJEWOT85/ColesFlexitarian-case-study-images2.jpg</image:loc>
      <image:title>Work - Coles</image:title>
      <image:caption>Coles Nature’s Kitchen, Retail brand strategy, FMCG, Branding, Packaging Design, Logo Design, Flexitarian, Vegan</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1587369936358-IP7RKOOGZZ069NB46FVB/ColesFlexitarian-case-study-images4.jpg</image:loc>
      <image:title>Work - Coles</image:title>
      <image:caption>Coles Nature’s Kitchen, Retail brand strategy, FMCG, Branding, Packaging Design, Logo Design, Flexitarian, Vegan</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1587342407695-W5GXIHTPYXP0JBND50Q8/ColesFlexitarian-case-study-images3-5_Carousel.gif</image:loc>
      <image:title>Work - Coles</image:title>
      <image:caption>Coles Nature’s Kitchen, Retail brand strategy, FMCG, Branding, Packaging Design, Logo Design, Photography, Art direction</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1581480837338-3ZNZ2LS27EVX2RM83IBP/ColesFlexitarian-case-study-images7.jpg</image:loc>
      <image:title>Work - Coles</image:title>
      <image:caption>Coles Herb &amp; Sons, Retail brand strategy, FMCG, Branding, Packaging Design, Logo Design</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1587342603203-9H9XHDVW1JEQ62CF7WF3/ColesFlexitarian-case-study-images8.jpg</image:loc>
      <image:title>Work - Coles</image:title>
      <image:caption>Coles Herb &amp; Sons, Retail brand strategy, FMCG, Branding, Packaging Design, Logo Design</image:caption>
    </image:image>
    <image:image>
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      <image:title>Work - Coles</image:title>
      <image:caption>Coles Herb &amp; Sons, Retail brand strategy, FMCG, Branding, Packaging Design, Logo Design</image:caption>
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  <url>
    <loc>https://thecontenders.co/work/general-mills</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2021-03-25</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1616643076819-TFG0VSC3NLN6GX4CO572/Image+1.jpg</image:loc>
      <image:title>Work - General Mills</image:title>
      <image:caption>Pop Fiction, JCs Quality Foods Branding, Brand Strategy, Packaging Design, Retail, Tone of Voice</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1616643118855-G1W1HIK1GY73UMMAJ5BT/Image+2.jpg</image:loc>
      <image:title>Work - General Mills</image:title>
      <image:caption>Pop Fiction, JCs Quality Foods Branding, Brand Strategy, Packaging Design, Retail, Tone of Voice</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1616643159308-IATRSHTV87YDG4JJHRE9/Image+3.jpg</image:loc>
      <image:title>Work - General Mills</image:title>
      <image:caption>Pop Fiction, JCs Quality Foods Branding, Brand Strategy, Packaging Design, Retail, Tone of Voice</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1616643212809-O54MVT735LE12TYY1IH1/Image+4.jpg</image:loc>
      <image:title>Work - General Mills</image:title>
      <image:caption>Pop Fiction, JCs Quality Foods Branding, Brand Strategy, Packaging Design, Retail, Tone of Voice</image:caption>
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  <url>
    <loc>https://thecontenders.co/work/fire-rescue-victoria</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2021-08-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1630022510739-5Z8OK8Z0MTB7BA860SRL/FireRescue+Case+Study_Website_Final1.jpg</image:loc>
      <image:title>Work - Fire Rescue Victoria - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1630022582143-X4WH8KTSB3C9IXFY6FCB/FireRescue+Case+Study_Website_Final3.jpg</image:loc>
      <image:title>Work - Fire Rescue Victoria</image:title>
      <image:caption>Geelong Arts Centre GPAC Brand Strategy, Design Rebrand</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/dc061735-e71a-4f4c-8ab0-6acc522da26d/FireRescue+Case+Study_Website_Final4.jpg</image:loc>
      <image:title>Work - Fire Rescue Victoria</image:title>
      <image:caption>Geelong Arts Centre GPAC Brand Strategy, Design Rebrand, Logo Design Melbourne</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1630022673251-DNNI5FYB244L1A40OVKL/FireRescue+Case+Study_Website_Final5.jpg</image:loc>
      <image:title>Work - Fire Rescue Victoria</image:title>
      <image:caption>Geelong Arts Centre GPAC Brand Strategy, Design Rebrand, Logo Design Melbourne</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/1630022741546-W1SNXOL2UTML661OTBKY/FireRescue+Case+Study_Website_Final6.jpg</image:loc>
      <image:title>Work - Fire Rescue Victoria - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
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  <url>
    <loc>https://thecontenders.co/work/coles-zena</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2021-11-24</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/e18ad8bd-2715-4851-846e-b926080f276a/Coles-Zena_casestudy_1.gif</image:loc>
      <image:title>Work - Coles Zena</image:title>
      <image:caption>Coles Nature’s Kitchen, Herb and Sons, Retail brand strategy, FMCG, Branding, Packaging Design, Logo Design</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/2a4cc147-b0b1-4d1f-8626-982a31507c11/Coles+Zena_casestudy_2.jpg</image:loc>
      <image:title>Work - Coles Zena</image:title>
      <image:caption>Coles Nature’s Kitchen, Retail brand strategy, FMCG, Branding, Packaging Design, Logo Design, Flexitarian, Vegan</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/34e861a0-8cad-4f8a-9fb1-2d8eb0660f9c/Coles+Zena_casestudy_3.jpg</image:loc>
      <image:title>Work - Coles Zena</image:title>
      <image:caption>Coles Nature’s Kitchen, Retail brand strategy, FMCG, Branding, Packaging Design, Logo Design, Flexitarian, Vegan</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/8629cb20-a2c4-44c2-8c6c-5cc383e13d58/Coles+Zena_casestudy_4.jpg</image:loc>
      <image:title>Work - Coles Zena</image:title>
      <image:caption>Coles Nature’s Kitchen, Retail brand strategy, FMCG, Branding, Packaging Design, Logo Design, Photography, Art direction</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/77b08508-b291-40ce-a4e4-80090fcc102c/Coles+Zena_casestudy_5.jpg</image:loc>
      <image:title>Work - Coles Zena</image:title>
      <image:caption>Coles Herb &amp; Sons, Retail brand strategy, FMCG, Branding, Packaging Design, Logo Design</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/792d25f3-50fb-42aa-944a-62dffffd429e/Coles-Zena_casestudy_6.gif</image:loc>
      <image:title>Work - Coles Zena</image:title>
      <image:caption>Coles Herb &amp; Sons, Retail brand strategy, FMCG, Branding, Packaging Design, Logo Design</image:caption>
    </image:image>
  </url>
  <url>
    <loc>https://thecontenders.co/work/petstock-group</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2024-03-12</lastmod>
    <image:image>
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    <image:image>
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    </image:image>
    <image:image>
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  </url>
  <url>
    <loc>https://thecontenders.co/work/metcash</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2021-12-08</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/c7b17642-3311-4244-84bd-75c6274ee5ee/Lead-in-Animation_01.gif</image:loc>
      <image:title>Work - Metcash</image:title>
      <image:caption>Geelong Arts Centre GPAC Brand Strategy, Design Rebrand</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/106283f5-5e17-40b0-8bc7-2043c16123f2/SupaValu_Case+Study_20242.jpg</image:loc>
      <image:title>Work - Metcash</image:title>
      <image:caption>Geelong Arts Centre GPAC Brand Strategy, Design Rebrand, Logo Design Melbourne</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/21b7c461-afab-463e-b633-0e71f805018e/SupaValu-Case-Study_Website_03.gif</image:loc>
      <image:title>Work - Metcash</image:title>
      <image:caption>Geelong Arts Centre GPAC Brand Strategy, Design Rebrand, Logo Design Melbourne</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/c495dc6e-011e-4681-8f62-6b0ac413be54/SupaValu_Case+Study_20244.jpg</image:loc>
      <image:title>Work - Metcash - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/15cc197c-766a-4bb0-848d-5579d1f367f8/SupaValu_Case+Study_20245.jpg</image:loc>
      <image:title>Work - Metcash - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5d9fb9b5d644e71dafcd22fe/f3186193-b0d9-493c-9fe6-b48133bb21ff/SupaValu_Case+Study_20246.jpg</image:loc>
      <image:title>Work - Metcash - Make it stand out</image:title>
      <image:caption>Whatever it is, the way you tell your story online can make all the difference.</image:caption>
    </image:image>
    <image:image>
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      <image:title>Work - Metcash - Make it stand out</image:title>
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