Whether a virtual shopfront… an educational resource… or a powerful conduit for artistic expression, we love the democratic reach of digital in its many forms.

As the core of brand messaging today, we believe strong digital communications are the hardest working ambassador for any business – best achieved when equal credence is given to strategy and the quality of content and copy, as to the design and build.

Our collective expertise spans tech, digital, audio/broadcast production and brand communications. Whether for sole production and coding, to full web planning, UX/UI, strategy, copywriting and graphic design – we deliver proficiently, transparently and warmly.

Joel Baldwin

Founder/Director. Digital + UX/UI + client services

Starting as a young runner in a London recording studio, Joel went from stirring tea to mixing audio on award-winning TV and radio programmes for major broadcasters in the UK (including The BBC, ITV, Ch 4) and later in Australia (ABC, Seven, Foxtel) across sport, animation, documentaries, kids, station promos and advertising spots.

Setting up a new London studio and carrying the dual role of Senior Mixer and Studio Manager called upon Joel’s interest and skills in IT and tech. This experience also sparked a career change, studies, and an Apple IT certification when he moved from London to Sydney in 2007.

In this same year Joel founded Macadamia, bringing his client service, creative and technical skills to the digital scene: initially as an Apple IT support outfit, now a specialist, full-service digital studio.

Vanessa Baldwin

Director. Brand strategy + web planning + copywriting

Vanessa’s fascination with creative messaging began as a child. Viewing cinema ads with more reverence than Return of the Jedi was the first tip-off, as was her poring over magazines, intrigued by the cryptic glamour of ‘Anyhow* have a Winfield’. She didn’t know what a Winfield was, but knew she wanted in…

Post-Uni, that flint of childhood inspiration sparked 20 plus years in advertising and TV in Sydney and London, on a diverse range of brands, campaigns and projects at agencies and broadcasters including DDB, Ogilvy, TBWA, McCann Erickson, Grey Global, and Sky.

Vanessa complements Macadamia’s technical and web expertise by translating the hallmarks of effective advertising to digital and business communications. Consultation that identifies points of difference and helps shape a brand voice that is an engaging and genuine reflection of the client and product it supports. Cutting-through via positioning, web planning and copywriting.

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